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On both the supply and the demand sides of the Chinese tourism business, a digital content-based trend is becoming noticeable, which is a crucial element of the younger tourist market. Recently, especially during the COVID pandemic, various destination images have become popular on social media like vlogs. The purpose of this research is to look at the effects of travel vlogs on the perceived destination image. The study employed a case study method, with Qinghai destination in northwest China serving as a representative study site. Meanwhile, a semi-structured interview guide was created for three focus group interviews among Generation Z audience who had never visited the place before. With qualitative analysis, the results revealed the features and functions of travel vlogs. Furthermore, an in-depth reflection on how travel vlogs impact the perceived destination image was discussed based on several theories. Finally, the study drew relevant insights from both theoretical and practical perspectives, with the hope to get a better understanding of the influence of travel vlogs on destination image and to make destination development benefit from the use of travel vlogs.