The effects of perceived cultural distance and perceived discrimination on the destination image and behaviour intention of international student tourists in Taiwan

This study aimed to explore perceived cultural distance, perceived discrimination, destination image, and behavioural intention as well as the relationships among these constructs in international student tourists in Taiwan. By employing partial least squares structural equation modelling (PLS-SEM), the findings showed that perceived cultural distance significantly impacted the cognitive and affective images of a destination, whereas perceived discrimination negatively influenced cognitive and affective images. Additionally, the results revealed that perceived cultural distance did not affect behavioural intention; however, perceived discrimination negatively affected behavioural intention. The findings also showed that cognitive image mediated the interrelationships among perceived cultural distance, perceived discrimination, and behavioural intention, whereas affective image was not a mediator in these correlations. The findings of this study have several implications that can benefit tourism academia and industry, particularly destination management organisations and tourism enterprises.