Effects of Social Comparison, Travel Envy and Self-presentation on the Intention to Visit Tourist Destinations

Sharing travel experiences through social networks has become a very common practice today. Access and exposure to posted content can generate, in users, behavioral and emotional reactions capable of affecting their intention to travel. Based on this, the objective of the present work is to verify t...

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Published inBBR Brazilian business review (Portuguese ed.) Vol. 18; no. 3; pp. 297 - 316
Main Authors Machado, Danielle Fernandes Costa, Santos, Paula Candida Do Couto, Medeiros, Mirna De Lima
Format Journal Article
LanguageEnglish
Portuguese
Published Vitória Fucape Business School/ Brazilian Business Review 01.05.2021
FUCAPE Business School
Fucape Business School
EditionEnglish ed.
Subjects
Behavior
Communication
Communications technology
Consumer behavior
Consumers
Consumption
Information management
MANAGEMENT
Marketing research
self
social comparison
Social networks
Tourism
Tourist attractions
Travel
travel envy
travel intention
User generated content
Comparação Social
Social Comparison
Social Networks
Intenção de viagem
Travel intention
Self-presentation
Redes Sociais
Travel Envy
Inveja de Viagens
Autoapresentação
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Summary:Sharing travel experiences through social networks has become a very common practice today. Access and exposure to posted content can generate, in users, behavioral and emotional reactions capable of affecting their intention to travel. Based on this, the objective of the present work is to verify the effects of behavioral characteristics (social comparison, envy and self-presentation) on the intention to visit destinations, as displayed by users on social networks--more specifically, on Instagram. The study methodology consists of a survey applied online from May to June 2018 with Instagram users, in which we obtained 547 valid responses. For data analysis, we used descriptive statistics, factor analysis, and logistic regression to test and confirm the hypotheses of the presented theoretical model. The results indicate that envy and social comparison increase the odds of intention to visit a destination, with the strongest effect being related to the social comparison variable.
ISSN:1808-2386
1807-734X
1808-2386
1807-734X
DOI:10.15728/bbr.2021.18.3.4