According to mental image theory, the differences between two destination images (naive image vs. re-evaluated image) are examined. On the basis of initial findings and SOR theory, the mediating role of tourists’ emotional arousal between destination image and advocacy is also investigated. Meanwhile, rumours and tourists’ personal involvement are explored which function as the potential regulators in the impact of destination image on emotional arousal. The results show that re-evaluated image, significantly different from naive image, has a more positive effect on emotional arousal and advocacy. Emotional arousal partially mediates the effects of destination image type on advocacy. Whether there is a rumor or not, emotional arousal, as a mediator, plays a partial role in the impact of destination image on advocacy. When there is a rumor, the positive effect of re-evaluated image on emotional arousal is weakened. The less tourists get involved in rumors, the greater the effect of re-evaluated image on emotional arousal is. Instead, the impact will be reduced when tourists are more involved.