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ABSTRACT Social media influencers employ filters to augment the visual appeal of destinations as a significant strategic approach; however, this practice may result in cognitive dissonance among tourists. In response, this study aims to investigate the mechanism of cognitive dissonance under filters on tourists' social media complaints based on the theory of cognitive dissonance, and conducts two studies to validate the hypothesis.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
