Research on the Cultural Identity of Salt-related Place Names in Zigong

This study aims to explore how the mental experience of Zigong’s salt-related place name culture impacts visitors' behavioral identity through the mediating roles of cognitive and affective identity. Based on three hypotheses: (1) mental experience has a positive impact on behavioral identity; (2) cognitive identity mediates the relationship between mental experience and behavioral identity; (3) affective identity also mediates this relationship. Data were collected from 555 tourists in Zigong, Sichuan Province, and analyzed using a structural equation model. The results show that mental experience significantly affects behavioral identity, with cognitive and affective identity playing mediating roles. This study offers insights into promoting local tourism and economic development by enhancing cultural identity through mental experiences.