Visual imagery and storytelling on social media platforms: the case of Vanlife

Purpose This study aims to produce insights into understanding the growing travel phenomenon Vanlife by examining user-generated content (UGC). The study strives to acknowledge the increasing number of Vanlife visitors, describe the essential aspects of the experience and develop typologies based on analysed social media. The study also proposes a Vanlife life cycle that illustrates the online and offline behaviours of Vanlifer’s journey stages. Design/methodology/approach With a definition of Vanlife from a tourism perspective only being coined in 2024, there is still a lack of understanding of the travel type, its segments and their lifestyle executions. This research presents a counter-narrative to studies concentrating on Instagram’s highly curated, picturesque Vanlife content. The research applies a netnographic approach by analysing UGC through images and stories shared under #Vanlife on Facebook, YouTube and Reddit. A selection of online traces, images, visuals and videos are qualitatively analysed by applying the netnographic movements immersion and investigation. Visual and text-based data is coded in two steps: to recognise emerging thematic and narrative themes. Findings The netnographic analysis highlights the Vanlife themes shared on Facebook, YouTube and Reddit and provides a different narrative to the often-picture-perfect portrayed Instagram image. The uncovered themes informed the development of typologies per social media and a suggested Vanlife life cycle. Research limitations/implications Due to the exploratory nature of the analysis, the results may be used as a first insight into the various types of Vanlife practitioners. Further study is needed to probe the findings in an offline setting. Furthermore, investigating short-term Vanlife travellers is advised as little UGC content produced by short-term Van travellers was identified in this study. Practical implications The findings may be suitable markers for academic inquiry on Vanlife from a tourism perspective. Furthermore, they may benefit destinations frequented by this traveller type to curate their tourism offer by tailoring overnight parking locations to meet Vanlifer’s needs. The results may guide decision-makers in implementing solutions to address issues reported by Vanlife practitioners on social media platforms, thereby improving the reputation of the tourism destination. Originality/value This innovative study provides insights into the visual representations of Vanlifers by analysing UGC posted on dominant but under-researched social media sites. Studying online traces generated by Vanlifers, excluding promotional or paid travel influencer content, enables a better understanding of the ever-growing travel phenomenon. In turn, this will enable tourism destinations and organisations frequented by or attracting Vanlifers to adjust their offer to cater to such travellers better.