Peer Influence and Digital Narratives: How Tourism Envy Mediates Travel Intentions to Kerala’s Hill Stations

Tourism decisions today are shaped by digital interactions, peer influence, and emotional triggers rather than traditional marketing alone. This study examines how subjective norms and electronic word-of-mouth (eWOM) stimulate tourism envy and, in turn, drive travel intentions toward Kerala’s hill stations. Drawing on the Theory of Planned Behavior and Social Comparison Theory, a quantitative survey was conducted among 361 respondents with prior exposure to online travel content. Using PLS-SEM, results reveal that both peer influence and eWOM significantly increase destination envy, which emerges as the strongest predictor of travel intention. While social pressure and online narratives directly affect intention, their impact is amplified when mediated by envy. The findings highlight envy as a motivational force rather than a negative emotion, demonstrating its role as a bridge between social cues and behavioral outcomes. The study contributes theoretical insights and offers practical implications for destination marketing in digital contexts.