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This study aims to examine the relationships among cognitive, affective, and conative images and aboriginal cultural identity among tourists who visit  tjuvecekadan  and  wutai  flagstone houses. The analytical results indicate that tourists’ post-visiting cognitive, affective, and conative images and perceptions of aboriginal cultural identity were significantly higher than their pre-visiting values. For both  tjuvecekadan  and  wutai , tourists’ cognitive image was positively and significantly related to their affective image, and their affective image was positively and significantly related to their conative image. Tourists’ cognitive image was positively and significantly related to aboriginal cultural identity for  tjuvecekadan  but not  wutai . Tourists’ affective image was positively and significantly related to aboriginal identity for  wutai  but not  tjuvecekadan . Tourists’ conative image was positively and significantly related to aboriginal cultural identity for both  tjuvecekadan  and  wutai.  The theoretical and managerial implications are discussed, providing valuable contributions for current issues in tourism.

Can aboriginal images contribute to aboriginal cultural identity? Evidence from the perspective of tourists’ images