From Push–Pull Motivation to Visit Intention: Destination Image and Social Media Informational Dependency among University Students in China

The objectives of this research were (1) to examine the effects of Push Motivation and Pull Perception on Tourism Intention toward Yunnan; (2) to examine the effects of Push Motivation and Pull Perception on Destination Image; (3) to investigate the mediating role of Destination Image in the relationships between Push Motivation, Pull Perception, and Tourism Intention; and (4) to examine the moderating role of Social Media Informational Dependency (SMID) in the relationships between Push Motivation, Pull Perception, and Tourism Intention. This quantitative study employed an online questionnaire and convenience sampling to collect data from university students enrolled in higher education institutions in mainland China. A total of 532 valid responses were obtained. Data were analyzed using descriptive statistics, reliability analysis, exploratory factor analysis, confirmatory factor analysis, correlation analysis, regression analysis, bootstrapped mediation analysis, and moderation analysis with interaction terms and simple slopes. The major findings were as follows: (1) Push Motivation and Pull Perception had significant positive effects on Tourism Intention; (2) Push Motivation and Pull Perception had significant positive effects on Destination Image; (3) Destination Image partially mediated the relationships between Push Motivation, Pull Perception, and Tourism Intention; and (4) SMID significantly and positively moderated the relationships between Push Motivation, Pull Perception, and Tourism Intention, with both relationships becoming stronger at higher levels of SMID. All nine hypotheses were supported.