Tourism destinations compete not only through their attractions but also by cultivating a strong and positive image. This study examines the interrelationships between Perceived Destination Image (PDI), Perceived Destination Attraction (PDA), mediated by Perceived Value (PV) towards tourists’ Intention to Visit (IV), offering insights for theory, marketing, and policy-making. A quantitative survey of 221 respondents was conducted using a structured questionnaire. Hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings reveal that PDI significantly enhances PV, which in turn positively influences IV. PDA has a significant direct effect on IV but does not significantly affect PV. This suggests that attractions stimulate visitation intention, but destination image is central to generating perceived value. However, discriminant validity tests indicated a high Heterotrait–Monotrait (HTMT) ratio of correlations value of 0.99 between PDA and PDI, signalling conceptual overlap. The smaller-than-planned sample size and suboptimal model fit indices further limit generalisability. The study underscores the importance of integrating image and value in destination marketing models while emphasising the need to refine construct definitions to ensure discriminant validity. Future research should refine measurement scales, employ longitudinal and mixed-methods designs, expand the model across destinations and tourist segments, and incorporate objective behavioural data. For marketers and policymakers, strategies should focus on strengthening destination image through consistent branding, infrastructure investment, and value-focused promotions, ensuring attractions are positioned within a compelling overall experience.