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June 20, 2026Journal of Hospitality and Tourism TechnologyOpen Access

How social media information processing influences tourist destination image: a heuristic-systematic model perspective

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Authors

JLJ LIUYZYi ZuoCWChaohui Wang

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Overview

Randomized trial explores how social media impacts destination image, indicating different effects for Gen Y and Gen Z.

Key Points

  • This study investigates how different processing of social media information influences the cognitive and affective images of a tourist destination.
  • Data collected via questionnaire from 688 tourists in rural China.
  • Hypotheses examined using partial least squares structural equation modeling.
  • Multi-group analysis compared Generation Y and Generation Z responses.
  • DMO-generated content, tourist-generated content, and source credibility positively impact cognitive and affective images.
  • Perceived risk mediates the relationship between these factors and images.
  • DGC shapes Gen Y's cognitive image, TGC influences Gen Z's affective image, with DSC being stronger for Gen Y.

Cite This Study

LIU et al. (2026) studied this question.

synapsesocial.com/papers/6a363123db0793dc1a538227https://doi.org/10.1108/jhtt-05-2025-0447
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Also Consider

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  5. 5Digital Tourism Communication and Sustainable Tourist Behavior: The Role of Social Networking Service Information Characteristics in Shaping Destination Image and Behavioral Intentions2026 · 2 citations