Abstract
The aim of this study is to explore how the use of social media affects destination image, tourist satisfaction and behavioral intentions towards the destination. Survey data is gathered through questionnaires voluntarily completed by Chinese tourists departing from Shanghai Pudong International Airport. This survey data serves as input for a linear structural equation model (SEM) to test a set of formulated hypotheses. Interestingly enough, empirical findings indicate that social media show the potential to significantly influence tourists’ behavioral intentions to revisit the destination. This relationship is mediated through perceived overall destination image and tourist satisfaction, respectively.