Abstract
Purpose With the recent challenges brought about by COVID-19, many individuals are turning their focus inward, seeking personal happiness. This shift has also influenced tourism trends, where travel experiences are now more about catering to individual preferences and facilitating shared experiences with like-minded travelers, addressing the inherent need for connection and communication. This evolving dynamic has spotlighted the role of social media quality as a pivotal marketing tool in the tourism industry. In this context, this research sought to explore the causal relationship between the quality of social media and the positive emotions, as well as the behavioral intentions of tourists.
 Methods In order to achieve the proposal of this study, the survey result of 260 questionnaires collected from tourists who watched a YouTube channel managed by the city of Gwangju. In addition, this study had been distributed over a three week period beginning from July 30th to July 10th, 2023.
 Results The analysis results are as follows. First, among the factors of social media quality that service quality and emotional quality were positively related to positive emotion. Second, it was established that positive emotion obtained a positive relation behavioral intention.Third, positive emotions were found to have a unique positive mediating effect on the social media quality between behavioral intention.
 Conclusion The findings of this analysis highlight the importance of effectively managing the quality of social media content. It underscores the value of fostering positive user emotions and intentions, suggesting a proactive approach is essential.
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