The Impact of Destination Image and Online Reviews on Chinese Tourists' Outbound Travel Intention: The Mediating Role of Perceived Value and Perceived Risk

Abstract

This study examines the influence of destination image and online reviews on Chinese tourists' travel choice intention in the context of outbound tourism, using Thailand as a case study. Grounded in the Theory of Planned Behavior (TPB) and related theories, a conceptual framework integrating destination image, online reviews, perceived value, and perceived risk was developed. Data from in-depth interviews and 875 valid questionnaires reveal that destination image and online reviews positively influence travel choice intention, with perceived value acting as a positive mediator and perceived risk as a negative mediator. Notably, the mediating effect of perceived value is stronger than that of perceived risk. The findings suggest that Thailand should deepen tourism product development, innovate marketing strategies, enhance service guarantee systems, and strengthen Sino-Thai cooperation to amplify tourists' perceived value and mitigate risk perceptions, thereby further stimulating Chinese tourists' travel intentions to Thailand.