Influence of First-Time Visitors’ Perceptions of Destination Image on Perceived Value and Destination Loyalty: A Case Study of Grand Canal Forest Park, Beijing

During the COVID-19 pandemic, urban forest parks are becoming increasingly significant for recreation and relaxation, not just for urban residents but also for tourists. This study empirically examined the structural relationships among first-time visitors’ perceptions of destination image, perceived value and destination loyalty through structural equation modeling. Additionally, the mediating influence of perceived value and the moderating effect of gender were investigated as well. The Grand Canal Forest Park in Beijing was selected as the case study. In total, 486 questionnaires that were considered to be legitimate were gathered and afterwards analyzed. The results revealed that first-time visitors’ perceptions of destination image can positively and significantly affect their perceived value and destination loyalty. In addition, perceived value partially mediates the relationship between first-time visitors’ perceptions of destination image and destination loyalty. Moreover, the findings of the examination of the moderating effects showed that gender has substantial moderating effects on the relationships described above. The theoretical and practical implications, limitations and future research of the current study are also discussed.