This research paper investigates the mediating role of heritage site attachment in the relationship between scenic user-generated content and travel intention towards heritage tourism. Data collection took place in Mount Danxia, one of the World Heritage sites and the most attractive tourist destination in China's Guangdong province. A sample of 682 respondents was collected from domestic tourists. The findings show that scenic user-generated content significantly influences travel intentions, and heritage site attachment mediates the relationship between scenic user-generated content and travel intention. The results have practical and managerial implications for effective tourism development and revival of heritage tourism during the Covid-19 era among online communities.

Keywords: Scenic user-generated content, Heritage place attachment, Travel intention, Heritage tourism, Mount Danxia, China