Аннотация
Purpose The study examines how built environment dimensions shape the visual image and atmosphere of a heritage tourism destination and how these perceptions influence the leisure satisfaction and revisit intention of tourists. Design/methodology/approach The research focuses on Turkistan, a rapidly developing UNESCO World Heritage city in Kazakhstan. Data were collected using a structured questionnaire administered through online platforms and social networks. A quantitative survey was conducted with 410 respondents, including domestic tourists and frequent visitors. Built environment dimensions were measured using 24 items adapted from the Neighborhood Environment Walkability Scale. Visual image and place atmosphere were measured as a single factor using four semantic differential items, while behavioral outcomes were measured using four Likert-scale items. Structural equation modeling was used to test the relationships among the factors. Findings Of the seven built environment dimensions examined, five significantly influenced the formation of the visual image and atmosphere of Turkistan. In detail, development intensity and functional diversity were found to be the strongest predictors, followed by accessibility to attractions and facilities, aesthetic and architectural quality, traffic and parking conditions and pedestrian walkability and greenery. Perceived security and street connectivity were not significant. Subsequently, visual image and atmosphere positively influenced tourists’ leisure satisfaction and revisit intention. These findings confirm the significance of investments in the built environment for tourism development outcomes. Originality/value The current research work contributes to the limited research on the relationship between the built environment and city image in the Central Asian heritage context. It demonstrates that development intensity and accessibility are the strongest physical drivers of city image. The findings offer actionable guidance for urban planners and policymakers investing in tourism-oriented development in fast-transforming heritage cities.