From destination perceptions to visit behavior in Macao: a sequential mediation model of motivation, attitude, and intention among Mainland Chinese tourists.

INTRODUCTION: This study examines how mainland Chinese tourists' destination-related perceptions are translated into self-reported visit behavior in Macao through a sequential psychological process. Drawing on destination image theory, perceived value theory, push-pull theory, and the Theory of Planned Behavior, the study develops a sequential mediation model linking perceived destination image, electronic word-of-mouth (eWOM), perceived destination value, visit motivation, visit attitude, visit intention, and visit behavior. METHODS: A quantitative survey was conducted among mainland Chinese tourists who had previously visited Macao. A total of 693 valid responses were collected. SPSS was used to conduct descriptive statistics, reliability analysis. AMOS was employed for confirmatory factor analysis, structural equation modeling, and bootstrap mediation analysis. RESULTS: Perceived destination image, eWOM, and perceived destination value were positively associated with visit motivation. Visit motivation was positively associated with visit attitude, which was positively associated with visit intention. Visit intention, in turn, was positively associated with self-reported visit behavior. Bootstrap analysis further supported the sequential mediating roles of visit motivation, visit attitude, and visit intention in linking destination-related perceptions to visit behavior. DISCUSSION: The findings extend tourism behavior research beyond intention-centered explanations by demonstrating how destination image, online information, and value evaluations are converted into behavioral outcomes through a staged psychological mechanism. The results also indicate that Macao tourism stakeholders should develop a more diversified destination image, strengthen the credibility and usefulness of eWOM, and enhance tourists' perceived destination value to facilitate the conversion of favorable perceptions into visit behavior.