Examining the Mediating Effect of Destination Image Between Sensory Impression and Behavioral Intention: Empirical Evidence From China World Natural Heritage Sites

Destination image and sensory impression are crucial to examine the tourist experience and behavioral intention. However, substantial knowledge gaps exist regarding how sensory impressions affect destination images and their mediating role in behavioral intentions. Furthermore, World Natural Heritage Sites (WNHSs) encounter difficulties and a lack of clarity regarding the destination image of Mount Sanqingshan National Park (MSNP). This research utilizes the Stimulus-Organism-Response (S-O-R) theory, which posits that external stimuli (sensory impressions) influence the internal state of the organism (destination image), which in turn leads to a response (behavioral intention), and relevant literature to assess the relationship between sensory impression, destination image, and behavioral intention in MSNP, China. The results from 393 on-site questionnaires were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Partial Least Squares-Structural Equation Modeling (PLS-SEM), especially PLS predict , to validate the research model’s predictive power. The findings showed the significant impacts of sensory impressions on destination image, especially the link between visual and cognitive image, olfactory and affective image, and auditory and tactile and conative image. Furthermore, it was found that destination image positively impacts behavioral intention, particularly conative image and behavioral intention. It also identified destination images as a significant mediator in predicting behavioral intention, especially conative image, which mediates tactile and conative image. It enhances the understanding of WNHSs and is a pioneer in examining the mediating effect of destination image between sensory impression and behavioral intentions grounded in S-O-R theory. It provides novel perspectives on branding WHNS’s destination.