Social networks have been widely used with the rapid development of WEB 2.0, which has been widely used to gather information. While the impact of social media platforms have been studied in previous research have explored, research about the influence of social network marketing, particularly on star-rated hotels, remains limited. Having first-hand experience in the hotel industry, the author has observed the significant impact of social network marketing in the market, yet research in this area is still scarce. Accordingly, this study seeks to explore the connection between social network marketing and booking intention for star hotels in Yunnan province, China. The study reveals that social network marketing impacts booking intention both directly and indirectly, eWOM and customer experience are mediating between social network marketing and booking intention. PLS-SEM is employed to analyze their relationship, incorporating customer experience and electronic word of mouth for further explanation. This research will offer theoretical insights and empirical support for marketers and other enterprises of accommodation industry suggestions to do better social network marketing, and this research will provide theoretical support for social identity, innovation diffusion, and planed behavior in hotel industry.