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 residents but also tourists. This study empirically examined structural relationships among first-time visitors’ perceptions of destination image, perceived value loyalty through equation modeling. Additionally, mediating influence moderating effect gender were investigated as well. The Grand Canal Forest Park in Beijing was selected case study. In total, 486 questionnaires that considered to be legitimate gathered afterwards analyzed. results revealed image can positively significantly affect their loyalty. addition, partially mediates relationship between Moreover, findings examination effects showed has substantial on described above. theoretical practical implications, limitations future research current discussed.