Impact Of Destination Image Formation On Tourist Trust:Mediating Role Of Tourist Satisfaction And Tourist Loyalty

China has a rich cultural heritage,diverse landscapes,and rapid economic growth,making it a unique and noteworthy tourist destination with a prominent status in global tourism development.Understanding the factors that influence tourists’ cognition and decisionmaking is crucial for the sustainable development of China’s tourism industry.This study focuses on the cultural tourism landscapes in Guangzhou,Foshan,and Shenzhen in Guangdong Province,aiming to reveal the complexity of destination image formation and its impact on establishing tourist trust.To assess the level of destination image formation and its connection to tourist trust,we conducted a structured questionnaire survey of 582 domestic and international tourists at some cultural heritage sites in Guangzhou,Foshan,and Shenzhen in Guangdong Province through random sampling.We surveyed tourists’ views on local community involvement,authenticity,and access to local products,all contributing to destination image formation.This study used advanced analytical techniques,including descriptive and inferential analysis and SmartPLS 4 structural equation modeling,to examine the relationships between destination image formation,tourist satisfaction,loyalty,and trust.The findings show that:(1)Tourists have a positive attitude towards destination image formation,appreciating the authenticity of cultural experiences,active local community involvement,and accessibility of local products.These positive perceptions play a key role in enhancing tourist satisfaction and building loyalty,thereby helping to foster tourist trust in Chinese cultural tourism destinations.(2)Destination image formation is pivotal in shaping tourist cognition and guiding their decision-making.Cultivating a positive destination image is a strategic lever for tourism stakeholders,promising not only higher tourist satisfaction but also enduring loyalty and trust.The synergistic effects of these elements will jointly increase the overall competitiveness of China’s tourism industry.(3)Tourist satisfaction and loyalty are key mediators,playing significant roles in the intricate relationships between destination image formation and tourist trust-building.This study discusses the intricate mechanisms of tourism destination image formation,which influence not only tourist trust but also satisfaction and loyalty.Understanding the multifaceted factors affecting tourist trust,satisfaction,and loyalty will contribute to enhancing the competitiveness of China’s tourism industry by promoting cultural heritage conservation,community participation,and authentic experiences.This can provide theoretical support and references for decision-making for the high-quality development of China’s tourism industry.