The ‘magic of filter’ effect: Examining value co-destruction of social media photos in destination marketing
School of Business and Law
Excessive filter processing of social media photos may cause viewers to question the authenticity of the photos. From the value co-destruction perspective, this research examines the effect of photo filtering on consumer perceptions. Study 1 ran content analysis of 2035 social media user posts and identified that destination marketing failure caused by filtered photos is a process involving tourists' negative emotions and multi-stakeholder (including platform, travel blogger, and destination) value co-destruction, represented by a chain relationship mechanism of “stimulation of filtered photos → negative emotions of tourists → failure of destination marketing.” Study 2 applied an experimental design and found that filtered photos have a significant effect on tourists' negative emotions, which play a complete mediating role in the relationship between filtered photos and value co-destruction of destination marketing. Additionally, the moderating effect of tourists’ aesthetic and authenticity pursuit in the influence mechanism was partially verified. Theoretical and practical implications are discussed.
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Available for download on Saturday, October 31, 2026
This is an Authors Accepted Manuscript version of an article published by Elsevier in Tourism Management. The published article is available at: https://doi.org/10.1016/j.tourman.2023.104749
Xie, C., Yu, J., Huang, S. S., Zhang, K., & Yang, D. O. (2023). The ‘magic of filter’effect: Examining value co-destruction of social media photos in destination marketing. Tourism Management, 98, Article 104749. https://doi.org/10.1016/j.tourman.2023.104749