The Influence of Fear-of-Missing-Out on Travel Intention: A Conceptual Framework Grounded in the Theory of Planned Behavior

The phenomena of fear-of-missing-out (FOMO) studies has significantly attracted researchers to explore its influences in various different industries.While previous studies on FOMO have been performed on marketing strategy, psychological and human capital issues, there is a dearth of research that linked the phenomenon to tourism industry.This study intends to linked the gap of connection of FOMO anxiety to travel intention, mediated with the perspective of Theory of Planned Behavior (TPB).By employing the the TPB framework, this research proposes the conceptual proposition on the influence of FOMO to the TPB constructs (attitude, subjective norms and perceived behavioral control) that leads to travel intention.The conceptual proposition is operated using existing studies that has been performed to analyze the relation of TPB to the travel intention.The findings of this research have managerial contribution for the industry where the suggestion is that FOMO phenomenon can be leveraged as marketing strategy to enhance travel intention.By understanding and predicting the customers' behavior associated with FOMO, tourism organization and business can strategically modified promotion and offerings to attract and engage potential tourists.This research fills the gap by exploring the connection between FOMO, TPB and travel intention.It sheds light on the potential of FOMO as a powerful tool for marketing and increasing travel intention with tourism industry.Future empirical research should be conducted to empirically validate the proposed conceptual proposition and further explore the dynamics between FOMO, TPB and travel intention.