Exploring emotional and relational factors in tourism from the perspectives of social comparison and attachment theories: the influence of travel selfies, influencers, and host-guest interactions

Abstract

This dissertation examines the intersection of attachment theory and social comparison envy dynamics in the context of tourism through three interconnected studies. The first study, published in the Journal of Travel & Tourism Marketing, investigates the impact of tourist selfies on viewers’ attitudes towards destinations. Based on social comparison theory, it finds that potential travelers may experience upward comparison when viewing these photos, leading to body image concerns and two opposing reactions: benign envy and malicious envy. Travelers concerned with self-presentation are more likely to be influenced, and destinations that positively highlight body image foster more favorable attitudes.
The second study, also accepted by the Journal of Travel & Tourism Marketing, explores the role of travel influencers as attachment figures and their influence on viewers’ travel desires. Using a mixed-method design, the research identifies the attributes that make influencers attachment figures and shows that these dimensions promote upward comparison and benign envy while inhibiting malicious envy. Trust and security established by influencers significantly enhance destination and hotel promotion efforts.
The third study, to be submitted to the International Journal of Contemporary Hospitality Management, analyzes the impact of host-guest interactions at Bed and Breakfast (B&B) establishments. By examining online consumer reviews, it reveals that hosts often evolve into significant attachment figures, providing a “secure base” and “safe haven” for guests. These interactions enhance guest experiences, foster trust, and influence positive reflections and intentions to revisit, highlighting their importance in sustainable travel. Together, these studies demonstrate the crucial role of emotional and relational factors in shaping travel experiences and attitudes, offering valuable insights for enhancing travel destination promotion and guest satisfaction.

Date of Award	Jul 2025
Original language	English
Awarding Institution	University of Nottingham
Supervisor	Yi Wang (Supervisor) & Yangyang Jiang (Supervisor)