The moderating role of gender and generation in the impact of destination image on behavioural intention at world natural heritage site

A significant gender gap exists in how cognitive and affective destination images influence behavioral intentions at Mount Sanqingshan National Park. Female tourists show stronger indirect effects of cognitive image on behavioral intention through affective image and conative components compared to males. Additionally, generational differences emerge between post-2000s/1990s and post-1980s/1970s groups, with notable variations in the relationships between cognitive image, affective image, and conative components. The study used Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) on data from 388 respondents to uncover these insights, providing actionable guidance for managing diverse tourist perceptions at World Natural Heritage Sites.

Zheng, Q., & Rahman, S. (2025). The moderating role of gender and generation in the impact of destination image on behavioural intention at world natural heritage site. Journal of Tourism Management Research, 12(1), 157–171. https://doi.org/10.18488/31.v12i1.4248