What Emotions Trigger the Perceived Destination Image and Word‐of‐Mouth Recommendation in World Heritage Sites?

ABSTRACT This study identifies what emotions trigger the tourism destination's perceived image and affect the word‐of‐mouth recommendation of World Heritage Sites. We used PLS‐SEM and Multigroup Analysis. Data were collected from 271 tourists visiting Porto City, Portugal. Results show that not all emotions affect the destination's image. Deeper feelings require more time at the destination. Multigroup analysis indicated that the length of stay enhances the impact of emotional response on the perceived image of both positive and negative emotions. However, the number of repeat visits did not change the emotional response. Our results challenge the conventional wisdom in the field but underscore the dynamic nature of visitor‐destination relationships. The findings reinforce the potential of emotional attachment to generate an emotional response that can influence visitor engagement. Destination managers can use these findings to optimize market positioning, improving both the destination image and enhancing positive word‐of‐mouth.