Excessive filter processing of social media photos may cause viewers to question the authenticity of the photos. From the value co-destruction perspective, this research examines the effect of photo filtering on consumer perceptions. Study 1 ran content analysis of 2035 social media user posts and identified that destination marketing failure caused by filtered photos is a process involving tourists' negative emotions and multi-stakeholder (including platform, travel blogger, and destination) value co-destruction, represented by a chain relationship mechanism of “stimulation of filtered photos→ negative emotions of tourists→ failure of destination marketing.” Study 2 applied an experimental design and found that filtered photos have a significant effect on tourists' negative emotions, which play a complete mediating role in the relationship between filtered photos and value co-destruction of destination marketing. Additionally, the moderating effect of tourists’ aesthetic and authenticity pursuit in the influence mechanism was partially verified. Theoretical and practical implications are discussed.

对社交媒体照片的过度过滤处理可能会导致观看者质疑照片的真实性。从价值共毁的角度来看，本研究考察了照片滤镜对消费者感知的影响。研究 1 对 2035 个社交媒体用户帖子进行了内容分析，发现过滤照片导致的目的地营销失败是一个涉及游客负面情绪和多方利益相关者（包括平台、旅游博主和目的地）价值共同破坏的过程，以“滤镜刺激→游客负面情绪→目的地营销失败”的连锁关系机制” 研究2采用实验设计发现，过滤后的照片对游客的负面情绪有显着影响，在过滤后的照片与目的地营销的价值共毁关系中起完全中介作用。此外，部分验证了游客审美和真实性追求在影响机制中的调节作用。讨论了理论和实践意义。