The ‘magic of filter’ effect: Examining value co-destruction of social media photos in destination marketing

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.