The communication of unethical destination incidents (UDIs) through social media can be quite complex. Interestingly, the relationship between information forms of UDIs and users’ online behavior has been grossly ignored, especially in the case of secondary crisis communication (SCC). We investigate the heterogeneous impact of UDIs’ information forms on SCC rooted in the Defleur model of communication. Results from three experimental studies revealed that UDIs in video form elicit higher levels of presence and SCC than those in image-text and text forms. Risk perception and anger are important guiding factors in this process. In brief, the diffusion process of UDIs includes the three stages of reception, transformation, and transmission. The study’s findings suggest a new perspective for understanding destination crisis communication and offer practical implications for alleviating the negative impact of destination crisis.