During the COVID-19 pandemic, urban forest parks are becoming increasingly significant for recreation and relaxation, not just for urban residents but also for tourists. This study empirically examined the structural relationships among first-time visitors’ perceptions of destination image, perceived value and destination loyalty through structural equation modeling. Additionally, the mediating influence of perceived value and the moderating effect of gender were investigated as well. The Grand Canal Forest Park in Beijing was selected as the case study. In total, 486 questionnaires that were considered to be legitimate were gathered and afterwards analyzed. The results revealed that first-time visitors’ perceptions of destination image can positively and significantly affect their perceived value and destination loyalty. In addition, perceived value partially mediates the relationship between first-time visitors’ perceptions of destination image and destination loyalty. Moreover, the findings of the examination of the moderating effects showed that gender has substantial moderating effects on the relationships described above. The theoretical and practical implications, limitations and future research of the current study are also discussed.

Agricultural heritage includes both material and immaterial vestiges of past agricultural practices that are directly tied to human agriculture. It holds great ecological, cultural, commercial, and tourism value. There are not many historical sites available for developing agricultural heritage tourism right now, and no experience is ideal. This study used sophisticated PLS-SEM techniques and SmartPLS 3.3.9 software to carefully examine data, examine measurement and structural models, rigorously test hypotheses, determine the validity and reliability of the findings, and investigate potential moderating effects. To address the critical issue of brand loyalty in agricultural heritage tourism, this study developed and tested a comprehensive impact route, which was supported by an examination of 427 visitors’ cultural memories and brand experiences, demonstrating their critical role in influencing brand loyalty. The findings show the importance of cultural memory in shaping travelers’ brand experiences and loyalty. Furthermore, due to their unique characteristics, various groups react differently to each phase of the brand loyalty effect route.