Exploring the impact of destination image components on tourist satisfaction and perceived value in Kazakhstan

Tourists’ evaluations of destinations after their visit significantly influence both their intention to revisit and their likelihood of sharing positive word-of-mouth, making it essential for destination managers to understand and improve visitor experiences. This study examines how components of destination image affect post-visit tourist satisfaction and perceived value, using the Bayanaul region of Kazakhstan. Employing Amos, the research investigates the mediating role of affective image between key cognitive components and tourist satisfaction. It explores the effects of essential conditions, accessibility, and logistics on perceived value, a dimension often overlooked in tourism studies. Findings underscore the influence of emotional responses to natural and cultural landscapes in shaping tourists’ experiences and perceived value. The cognitive image, encompassing natural beauty and appealing conditions, emerging as a significant factor in eliciting emotions like excitements, pleasure, and relaxation among tourists.