Transmedia storytelling has emerged as an indispensable strategy in tourism destination marketing, with enhancing its effectiveness being important. This research explores how consumer heterogeneity shapes the effectiveness of tourism marketing and actual tourism behavior through the Fogg Behavior Model (FBM). A total of 1,017 participants were surveyed and segmented into three distinct groups, based on their performance across the three dimensions of the FBM: Omnichannel-Immersive Consumers, Institutional-Trust Consumers, and Social-Native Consumers. The three groups reflect distinct consumer heterogeneity in ability, motivation and triggers. Hierarchical regression analysis was used to investigate factors influencing the perceived effectiveness of tourism communication and actual travel frequency among the three consumer groups. Results indicate that consumer heterogeneity significantly impacts both perceived tourism communication effectiveness and actual travel frequency. Specifically, differences in media usage habits, communication channel preferences, promotional strategy preferences, and tourism content preferences were found to significantly influence tourism-related perceptions and behaviors. This research enriches theoretical frameworks on transmedia storytelling and consumer heterogeneity while offering valuable insights for tourism destination marketers to optimize communication strategies.