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August 17, 2025Asia Pacific Journal of Tourism Research

“I wish I were there” the effect of social comparison on social media on travel intention: a parallel mediation model

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Authors

ZEZeynep EkmekçiEGErkan GüneşMTMuhammed Taş

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Overview

Analysis shows social comparison affects travel intentions in 422 individuals, highlighting the role of envy and motivation.

Key Points

  • Travel intentions are influenced by social comparison online, revealing significant effects on travel planning.
  • Findings show that social comparison directly affects travel intentions, with envy and self-enhancement motivation mediating this effect.
  • Analysis employed a parallel mediation model using data from 422 participants, providing insights into consumer behavior in travel context.
  • Implications suggest that tourism businesses can leverage social media content to enhance marketing effectiveness.

Cite This Study

Ekmekçi et al. (2025) studied this question.

synapsesocial.com/papers/68a36c360a429f7973330552https://doi.org/10.1080/10941665.2025.2546138
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