The growing interest in cultural and heritage tourism has led to an increasing number of tourists seeking unique and enriching experiences in heritage destinations like Henan. Henan’s rich historical and cultural heritage has positioned it as an appealing destination for heritage tourism. To better understand this trend, it is crucial to investigate the key factors influencing tourists’ travel intention to Henan’s heritage site. The Stimulus-Organism-Response (S-O-R) Theory is proposed as a foundation for understanding the antecedents of tourists’ travel intention to Henan heritage sites. This study’s exploration of the proposed conceptual framework sheds light on critical determinants of travel intention to heritage sites like Henan, providing valuable insights for future research. The insights gained will contribute to better understanding of the heritage tourism development and offer practical recommendations for stakeholders to formulate effective marketing strategies aimed at increasing tourism revenue in a culture and heritage-focused environment.