In this study, the effect of social media quality on the destination image and the relationship between the image of the destination image and behavioral intention were studied. An online survey was conducted with university students in their 20s who had experience using social media such as Instagram and YouTube of Jeonju City. The results of the study are as follows. First, it was found that information quality and emotional quality factors of social media quality had a significant effect on the cognitive image, so Hypothesis 1-1 was partially adopted. Second, the information quality and emotional quality factors of social media quality were found to have a statistically significant effect on the emotional image, so Hypothesis 1-2 has been partially adopted. Third, it was found that the cognitive and emotional factors of the destination image had a statistically significant effect on the intention to visit, so Hypothesis 2-1 was accepted. Finally, it was found that the cognitive and emotional factors of the destination image had a statistically significant effect on e-wom intention, so Hypothesis 2-2 Adopted. This study proves the necessity of utilizing social media as online marketing strategies to improve destination image.