Cognitive destination image formation among first-time Chinese tourists

Purpose This study explores the formation process of cognitive destination image among first-time Chinese millennial tourists visiting Iran. Design/methodology/approach Employing a comprehensive mixed-method exploratory approach, blending qualitative and quantitative methodologies, we aim to construct a conceptual model explaining the complex process of tourists’ cognitive destination image development. In the qualitative phase, interviews with 15 Chinese millennials unveiled key factors such as perceived behavioral control, perceived product quality, on-site involvement, engagement, and prior destination image as fundamental influencers of tourists’ cognitive destination image. Subsequently, in the quantitative phase, involving a questionnaire survey with 229 first-time Chinese travelers, we proposed a conceptual model to validate our primary findings. Findings The results highlight the emergence of on-travel cognitive image as a developmental concept originating from tourists' on-site participation and pre-existing perceptions of the destination. Moreover, we identified perceived behavioral control as the primary antecedent of millennials’ image formation, directly affecting the destination’s image development. Furthermore, increased involvement and engagement were found to diminish perceived behavioral control. Additionally, perceived product quality prompted millennials to engage more with cultural attractions and activities, enriching their in-situ image. Practical implications The findings offer valuable insights for destination managers, enabling them to construct tailored strategies to augment the cognitive destination image. Originality/value This study provides a novel understanding of the cognitive destination image formation process among Chinese millennial tourists, highlighting the crucial role of perceived behavioral control, involvement, engagement, and perceived product quality. These insights can guide destination managers in enhancing the overall tourist experience and destination appeal.