| Abstract: | This study explores the effects of social media use constraints on destination image under the internet restrictions in China. The empirical results indicate that information search constraints have a significant effect on the affective image of destinations through emotional experience. Not allowing certain social media use has negative implications for tourists’ image of a destination through their emotional responses. Furthermore, there is a moderating effect of information search constraints on the relationships between emotion and affective image. The key findings appeal for policy breakthroughs on barrier-free internet access for foreign tourists in Hainan, China’s largest emerging free trade zone and one of its top tourist destinations. This has clear management implications for regions with internet restrictions. |
