Will tourists avoid visiting destinations with heritage destruction?

Heritage destruction poses a threat to the sustainability of heritage tourism. However, it remains unclear whether such destruction affects travelers’ travel decision-making processes. This study employs a sequential mixed-methods approach—integrating qualitative analysis and experimental methods—to examine the relationship between heritage destruction and travel avoidance. The results reveal that tourists’ travel avoidance is a direct negative consequence of heritage destruction, and higher severity of destruction triggers more substantial travel avoidance among tourists. Furthermore, the underlying influencing mechanism involves an evaluation process that combines perceived heritage authenticity, perceived aesthetic value, and negative emotional responses. Moreover, the moderating role of heritage restoration measures helps mitigate tourists’ negative emotional reactions. Moreover, destination preference exerts a differential moderating effect on the impacts of heritage destruction. This study clarifies the theoretical mechanism and complex boundary conditions linking heritage destruction to travel avoidance, thereby contributing to the expansion of academic literature on heritage destruction. Additionally, it provides a novel management perspective for guiding heritage restoration and protection efforts after heritage destruction events.