Assessment of residents’ destination image and their pro-tourism development behaviour : perspectives on the China–Pakistan economic corridor

Purpose: Based on Butlers’ Tourism Area Life Cycle (TALC) model and stakeholder theory, this paper aims to propose an integrative model to examine the perceived impacts of cross-border mega-infrastructure development within the China–Pakistan economic corridor (CPEC). It was hypothesised that these perceptions may be predictors of residents’ perceived destination image (RPDI) and pro-tourism development behaviour (PTDB). Design/methodology/approach: Interviewer adopted a self-administered questionnaire method and a descriptive technique to analyse the data. Findings: The empirical results of 800 questionnaires in SEM indicates that, perceived CPEC benefits positively effects RPDI and PTDB. Further, the perceived CPEC costs positively influenced RPDI but had a negative relationship with PTDB. Moreover, RPDI partially mediated between perceived CPEC benefits and PTDB but fully mediated between perceived CPEC costs and PTDB. Originality/value: In residents’ destination image studies, there is a paucity of the application of Butlers’ TALC model. Therefore, application of Butlers’ TALC model in residents’ destination image study in the context of cross-border mega-infrastructure development project of CPEC is entirely new.