A study on the influencing factors of tourists’ travel intentions: a configurational analysis based on fsQCA

Purpose This study explores the mechanisms by which online attention, destination image, and perceived value influence tourists' travel intentions, as well as the configurational pathways that promote or inhibit travel intentions, providing a new perspective for tourism marketing strategies in the digital age. Design/methodology/approach This study uses fsQCA to identify the pathways that influence tourists' travel intentions, collecting 238 valid responses through questionnaires. It examines how six factors—social and information attention, cognitive and affective image, functional and social value—affect these intentions, uncovering a complex causal mechanism. Findings The study reveals that no single necessary condition dictates tourists' high or low travel intentions. High travel intentions are driven by two distinct pathways: one where cognitive and emotional images interact, and another where emotional image and social value intersect. Low travel intentions stem from a singular pathway characterized by the joint absence of social attention and cognitive image. Practical implications The findings of this research demonstrate that tourism destinations and organizations need to strengthen their brand image and emotional connection with tourists. This study also shows that personalized services and special events contribute to building emotional connections, allowing tourists to feel a sense of belonging and happiness during their travels, thereby enhancing their loyalty and satisfaction. Originality/value This study applies fsQCA to the tourism industry, providing a new analytical perspective, revealing the asymmetric logic of causal relationships in tourism behavior, and providing a detailed understanding of the formation of travel intentions.