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This study employs a cognitive approach to examine the intricate interplay among Chinese cultural values, destination image, tourist satisfaction, revisit intention, and recommendation intention, with a focus on Chengdu City in China. Utilising Partial Least Squares Structural Equation Modeling (PLS-SEM) and a sample of 600 domestic Chinese tourists, key findings emerge. Firstly, destination image not only directly shapes behavioural intentions but also indirectly affects them through its positive link with tourist satisfaction. Secondly, tourist satisfaction positively influences behavioural intentions. The study unveils opposite moderating effects of traditional and modern Chinese cultural values in the relationships between overall satisfaction and behavioural intention. Notably, cultural values insignificantly moderate the connection between destination image and overall satisfaction. While supporting the cognitive approach, the research raises questions about the impact of culture as a socio-environmental factor in decision-making processes. These insights enhance our comprehension of the complexities inherent in tourist behaviour, emphasising the cognition, affect, and behaviour sequence.
Huang et al. (Wed,) studied this question.