A social comparison and identity perspective on benign envy: Linking travel inspiration to visit intention

Although prior studies have documented the effects of benign envy and its positive outcomes, limited research has examined how benign envy translates into travel inspiration and, in turn, visit intention among millennials. Drawing on social comparison theory and social identity theory, this study investigates the effects of social comparison orientation, openness to experience, and self-esteem on benign envy and their subsequent influences on travel inspiration and visit intention. We apply the transmission framework of travel inspiration to explain these relationships. Using an online survey, we collected 350 responses and tested the hypothesized model with partial least squares structural equation modeling. The results indicate that social comparison orientation, openness to experience, and self-esteem positively affect benign envy; benign envy, in turn, enhances travel inspiration, which increases visit intention. Theoretical and practical implications are discussed.