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Time meets scene: How congruity in travel images boosts user involvement
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DOI：10.1016/j.tourman.2026.105473.png)
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Abstract
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In the era of digital intelligence, user-generated images (UGIs) have become a crucial medium for destination promotion. Among them, visuals centered on internet-famous attractions play a vital role in attracting tourists and shaping destination images. Guided by schema congruity theory, this study explores how time-scene cue combinations in images influence user involvement. A multi-method research design, comprising in-depth interviews, large-scale image data analysis, natural field experiments, and situational experiments, is employed to examine how combinations of visual cues influence emotional and behavioral involvement through perceived congruity. Results highlight the mediating role of imagination in this process. The findings contribute to the theoretical understanding of visual imagery effectiveness in tourism marketing and offer practical guidance for designing compelling destination visuals.
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