Revisiting a destination image model in the social media context

ABSTRACT Given the growing importance of social media (SM) for tourism promotions, the present study examined a destination image model that includes SM as image formation agents (IFAs) (autonomous, induced, and organic), cognitive image (attractions and support), affective image, and social distance as a moderator, grounded in construal level theory. With the sample of tourists (N = 699), structural equation modeling revealed that each IFA group had different patterns of effects in shaping cognitive image, which in turn influenced affective image. Latent moderated structural equation modeling analysis showed that social distance had a negative interacting effect with each of the IFA groups in forming the attractions image, highlighting the significant moderating role of social distance in the process. This study enriches an understanding on the crucial roles of IFAs and social distance in the image formation process within the SM context.