Abstract: Social media has profoundly affected people's daily life, as well as people's perception of the image of tourism destinations and tourists' behavioral intentions. Perceived usefulness, vividness and interactivity are three main features of social media. In order to explore the mechanism of social media's influence on perceived image and tourists' behavioral intentions, taking Chongqing as an example, this paper empirically tests the relationship between social media features, perceived image and tourists' behavioral intentions by using structural equation model. The results show that: the three features of social media significantly affect tourists' behavioral intentions; they affect tourists' behavioral intentions indirectly through perceived image; and perceived image significantly affects tourists' behavioral intentions.