Abstract
This study investigates the role of strategic public relations communication in shaping tourists’ behavioral intentions
by examining the mediating role of destination image in a tourism context. The study employs a quantitative, cross-sectional
research design to examine the relationships among strategic public relations communication, destination image, and tourists’
behavioral intentions. Data were collected from 526 respondents who had either previously visited Jordan or were actively
considering visiting the destination and had experience with official or institutional communication related to Jordan. The data
were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that strategic public
relations communication positively influences destination image, while destination image positively influences tourists’
behavioral intentions. However, strategic public relations communication does not have a statistically significant direct effect on
tourists’ behavioral intentions. The analysis further demonstrates a significant indirect relationship between strategic public
relations communication and tourists’ behavioral intentions through destination image, supporting its mediating role. These
findings suggest that strategic public relations communication contributes to tourists’ behavioral intentions primarily by shaping
their perceptions of the destination rather than by directly influencing behavioral intentions. The study highlights destination
image as an important explanatory mechanism linking institutional communication with tourists’ behavioral responses and
provides empirical evidence from the tourism context of Jordan.