The Influence of Social Media Attributes on Impulsive Travel Intentions: Integrating the Stimulus–Organism–Response Theory and Information Adoption Model

As social media platforms become integral to information dissemination, they play a crucial role in shaping tourist decision-making and travel behavior. However, while previous studies have examined the general influence of social media on tourism, limited research has explored the interplay between source attributes, content quality, destination image, and trust in fostering impulsive travel intentions, a key yet underexplored aspect of tourist behavior. To address this gap, this study integrates the Stimulus–Organism–Response (SOR) theory and the Information Adoption Model (IAM) to analyze how source credibility, source homophily, and content quality on social media influence impulsive travel intentions through destination image and trust. Using structural equation modeling (SEM) on survey data from 419 Chinese respondents, the results reveal that source credibility and homophily significantly enhance content quality, while both credibility and content quality positively shape destination image. Moreover, destination image and trust serve as crucial mediators, strengthening the relationship between social media attributes and impulsive travel behavior. This study advances the discourse on sustainable tourism development by shedding light on the role of digital engagement in shaping tourists’ spontaneous travel decisions, a dimension often overlooked in discussions on long-term economic sustainability. Furthermore, by examining the nuanced mechanisms of social media influence, this research provides practical implications for tourism marketers and policymakers aiming to leverage digital platforms for sustainable destination marketing.