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This study explores the formation process of cognitive destination image among first-time Chinese millennial tourists visiting Iran.

Employing a comprehensive mixed-method exploratory approach, blending qualitative and quantitative methodologies, we aim to construct a conceptual model explaining the complex process of tourists’ cognitive destination image development. In the qualitative phase, interviews with 15 Chinese millennials unveiled key factors such as perceived behavioral control, perceived product quality, on-site involvement, engagement, and prior destination image as fundamental influencers of tourists’ cognitive destination image. Subsequently, in the quantitative phase, involving a questionnaire survey with 229 first-time Chinese travelers, we proposed a conceptual model to validate our primary findings.

The results highlight the emergence of on-travel cognitive image as a developmental concept originating from tourists' on-site participation and pre-existing perceptions of the destination. Moreover, we identified perceived behavioral control as the primary antecedent of millennials’ image formation, directly affecting the destination’s image development. Furthermore, increased involvement and engagement were found to diminish perceived behavioral control. Additionally, perceived product quality prompted millennials to engage more with cultural attractions and activities, enriching their in-situ image.

The findings offer valuable insights for destination managers, enabling them to construct tailored strategies to augment the cognitive destination image.

This study provides a novel understanding of the cognitive destination image formation process among Chinese millennial tourists, highlighting the crucial role of perceived behavioral control, involvement, engagement, and perceived product quality. These insights can guide destination managers in enhancing the overall tourist experience and destination appeal.

Existing gender inequality across all sectors has weakened women’s resilience to risk management. The chaos heightens if they are not only breadwinners of their family but roaring the entrepreneurial world. Disasters and crises hit entrepreneurs equally but post-disaster damages following ripple effects hit hardest to women ruling the one-third portion of the entrepreneurial world. Surprisingly, the post-disaster entrepreneurial challenges of women are overlooked, and the study aims to fill the gap by explaining the right way of empowering women through entrepreneurial initiatives.

The research is based on data collected from 372 women entrepreneurs in the tourism industry of the Andaman Sea coastal area in Thailand by following the cluster sampling technique. The women entrepreneurs of Thailand were chosen as target respondents because women’s participation is more than 40% in entrepreneurial businesses.

The findings revealed that entrepreneurial marketing, entrepreneurial opportunity and entrepreneurial tenacity have a significant influence on entrepreneurial initiatives and the entrepreneurial mindset successfully mediates between dependent variables and entrepreneurial initiatives.

This study has important insights for policymakers, women entrepreneurs, institutions and the tourism industry. However, it focuses solely on women entrepreneurs participating in the tourism industry of Thailand. Therefore, future studies are invited to incorporate male entrepreneurs and be conducted in other developed and Asian countries.

This study contributes to the entrepreneurial field by proposing entrepreneurial factors that can help women entrepreneurs restart their businesses, mitigating or minimizing natural disaster effects and proposing pioneering suggestions to uplift the tourism entrepreneurial sector.