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This study aims to explore how tourists construct destination images in the context of dark tourism and reveals the relationships between on-site experience, destination image and behavioural intention.Design/methodology/approachThe earthquake-ravaged county town of Beichuan in China was chosen as the study site. The study collected 298 viable questionnaires from tourists. Partial least squares structural equation modelling was performed to explore the relationships between the variables of on-site experience, destination image and behavioural intention.FindingsThe study identified four dimensions of dark tourism destination image (TDI) from its attribute and functional perspective. It found that “image of memorial place” and “image of educational place” were the most perceptual images and positively related with most subdimensions of on-site experience and behavioural intention. “Image of leisure place” and “image of landscapes of fear” were less perceived by tourists and negatively related with some subdimensions of on-site experience and behavioural intention.Originality/valueTo our knowledge, this study is the first attempt to explore the complex mechanisms of dark TDI formation with the framework of “on-site experiences–destination images–behavioural intentions”. By identifying tourists’ most and least perceptual images and their effective antecedents and consequences help to reconcile and manage the controversial and contradictory images of a dark tourism destination.
Tourism Review – Emerald Publishing
Published: Mar 4, 2022
Keywords: Behavioural intention; Dark tourism; Earthquake; Tourism destination image; On-site experience; 目的地形象; 现场体验; 行为意愿; 黑色旅游; 地震; Imagen del destino turístico experiencia en el lugar intenciones de comportamiento turismo oscuro y terremotos
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