Hedonic motives, social media, and masstige tourism: impacts on revisit intentions and eudaimonic wellbeing

Purpose This study aims to explore the significance of hedonic motives, social media usage and masstige tourism experience in driving tourists’ revisit intention and eudaimonic well-being, focusing on the context of emerging Muslim countries. Design/methodology/approach A quantitative approach with a deductive methodology was adopted for hypothesis testing. Data was collected online from 532 Malaysian and Bangladeshi respondents using a cross-sectional survey. For analysis, the authors used SmartPLS 4.0 software to conduct partial least squares structural equation modeling. Findings The findings show that hedonic motives impact on revisit intention and eudaimonic well-being, while social media usage directly impacts eudaimonic well-being. Masstige tourism experience was found to mediate the relationships among hedonic motives, social media usage, revisit intention and eudaimonic well-being. Originality/value This study extends the Self-Determination Theory by empirically establishing the direct and indirect effects of hedonic motives and social media usage on tourists’ revisit intention and eudaimonic well-being. The authors further reveal masstige tourism to be a key underlying mechanism driving travelers in Muslim countries.