AbstractEffects of Social Media Tourism Information Quality on Destination Travel IntentionWang Huimin Supervised by Prof. Yan, Jinzhe Dept. of Business Administration Graduate School of Gachon UniversityThe asymmetry of tourism information makes social media an important source of information. There is no lack of research on the impact of social media on tourists’ consumption behavior in the academic world, taking the innovative use experience or new community relationships brought by social media to consumers as explanatory variables, and it is believed that the use of social media can positively affect travel intentions, but few paper analyzes the influence mechanism of tourism information quality on consumers' travel intention in the social media environment. The quality of tourism information determines consumers’ perception of the functional attributes of the destination, which directly affects the generation of tourists' travel intentions; at the same time, tourism consumption has "symbolic" characteristics, and tourists are not only rational "economic people" when making decisions, but also perceptual "social person" who eager to express one's personality and image from products and brands, show social status and gain social identity. Thus destination becomes a carrier for tourists to express their personality and identity. In addition, when consumers cannot form a destination impression from the perspective of rational cognition, the emotional experience brought by tourism information is an important factor for tourists to make decisions. This paper draws on the ideas of cognition-emotion-intention model and information processing possibility model, integrates the rational and perceptual paths of tourists' decision-making, and constructs the transmission mechanism of tourism information quality, self-consistency and emotional trust acting on tourism intention. The rational decision-making path shows that consumers' evaluation of information content directly affects travel intention, reflecting consumers' evaluation of the functional attributes of the destination; the perceptual decision-making path shows that travel information affects travel intention through self-consistency and trust, reflecting that the symbolic and emotional benefits of the destination that consumers receive. At the same time, from the perspective of different information processing methods, tourists' prior knowledge is used as a moderating factor that directly and indirectly affects the path. Questionnaire survey method and statistical analysis method were used to conduct statistical tests on the theoretical model. The results show that the quality of social media information is not only a direct influencing factor of destination tourism intentions, but also an indirect factor through the transmission of self-consistency and emotional trust. And the mediating pathway plays a crucial role. Tourists' prior knowledge plays a negative moderating role in the positive relationship between information quality and self-consistency. The lower the level of prior knowledge, the easier it is for tourists to make decisions through the perceptual path. The research not only innovatively integrates the symbolic meaning of the destination into the rational and perceptual dual decision-making model of the influence of information quality on tourism intention, but also verifies the boundary conditions of the influencing mechanism. The research has important reference significance for destination management in the stimulation and management of tourist generated content, mining the symbolic value of tourism destinations, and developing precision marketing for expert/novice tourism consumers.