Digital Tourism Communication and Sustainable Tourist Behavior: The Role of Social Networking Service Information Characteristics in Shaping Destination Image and Behavioral Intentions

This study investigates how social networking service (SNS) tourism information characteristics influence destination image and behavioral intentions in digital tourism communication. Drawing on the stimulus–organism–response (S-O-R) framework, SNS information characteristics are conceptualized as vividness, convenience, interactivity, and reliability, and their effects on affective image, cognitive image, and SNS behavioral intentions are examined. Data were collected from 273 Chinese tourists who used SNS platforms to obtain information about Jeju Island, and structural equation modeling (SEM) with bootstrapping was employed to test direct and mediating effects. Results indicate that convenience significantly influences cognitive image; vividness, convenience, and interactivity significantly affect affective image; and reliability shows no significant effect. Affective image positively influences behavioral intentions, whereas cognitive image does not. In addition, vividness, interactivity, and reliability directly influence behavioral intentions, while convenience has no direct effect. Mediation analysis shows that affective image partially mediates the effects of vividness and interactivity and fully mediates the effect of convenience, whereas cognitive image does not exhibit a significant mediating role. These findings highlight the importance of affective mechanisms in digital tourism communication and provide practical implications for sustainable destination marketing and digital tourism management.