Research On The Impact Of Envy On Travel Intention

Tourists prefer to share their travel experiences on various social media platforms,which has a very important impact on tourism consumers’ decision-making.A lot of research focus on the impact of social media sharing content on tourism consumers’decision-making,and one of the important topics is the impact of social media sharing content on tourism intention.In recent years,studies have shown that social media travel experience sharing can affect travel intention by inducing envy.However,the current research mainly focuses on the positive dimension of envy-benign envy.Envy includes two dimensions:benign envy and malicious envy.Whether malicious envy affects travel intention is still unknown.In addition,the mainstream idea of current research is that benign envy has a direct impact on travel intention.Whether there are other mediating variables in the relationship between two kinds of envy and travel intention is unknown.Based on the Balance Theory and the Theory of Planned Behavior,this paper explores the influence and mechanism of the two envy on destination tourism intention from the two dimensions of benign envy and malicious envy.Benign envy and malicious envy are stimulated by the social media tourism experience sharing.The influence and mechanism of benign envy and malicious envy on tourism intention,and the effect of narcissism admiration in the relationship between the two kinds of envy and destination attitude effect are discussed.The results show that:(1)Benign envy has a significant positive impact on tourism intention;(2)Malicious envy has a significant negative impact on tourism intention;(3)Destination attitude partially mediates the positive impact of benign envy on tourism intention;(4)Destination attitude completely mediates the effect of malicious envy on travel intention;(5)Narcissism admiration negatively moderates the relationship between benign envy and destination attitude;(6)Narcissism admiration positively moderates the relationship between malicious envy and destination attitude.The conclusion enriches the related research,and provides reference for tourism destination marketing agencies.