Seeking identity through difference: decoding Chinese tourists’ destination image of the Royal Site of San Lorenzo de El Escorial via cultural interpretation mechanism

This study investigates the positive relationship and cultural mechanism between Perceived Cultural Difference (PCD) and Tourist Destination Image (TDI) among Chinese tourists during their visit to the Royal Site of San Lorenzo de El Escorial. Initially, a qualitative investigation from 221 online reviews identifies the specific destination image and explores the intrinsic mechanism. Findings indicate that the positive relationship between PCD and TDI functions through a cultural interpretation mechanism comprised of contextual indigenization and emotional resonance. By employing cognitive processing to translate exotic features into familiar cultural contexts and generating emotional resonance through cognitive transfer, this mechanism transforms PCD from a potential barrier into a cognitive resource for constructing a positive TDI. Secondly, data were collected from 406 Chinese tourists with at least one travel experience, and the SEM (Structural Equation Model) analysis validates these findings. Results empirically confirm that PCD exerts a positive impact on TDI, but the other key attribute (Place Identity) emerges as a more potent determinant. This study contributes by revealing how PCD transforms into a cognitive resource for the construction of a positive TDI and provides practical implications for the destination marketing of Spanish cultural heritage in China.