YouTube video travel influencers’ role in shaping wishful traveling through social comparison processes

Purpose Grounded in social comparison theory (SCT), this study aims to investigate how YouTube travel influencers affect followers’ dreams about travel through social comparison processes, particularly how parasocial interaction (PSI) and wishful identification (WI) lead to wishful traveling (WT) and compulsive travel video browsing (CB). The research integrates self-determination theory (SDT) to explore followers’ motivations (interest-enjoyment, escape, information-seeking and social influence), alongside influencer characteristics (social attractiveness, expertise and homophily), and explores how these factors affect PSI and WI. Design/methodology/approach Data from 370 Taiwanese participants was collected via an online survey with validated seven-point Likert scales and analyzed using structural equation modeling. Findings PSI and WI enhance WT and CB, with more potent effects on WT. Additionally, CB further strengthens WT, creating a reinforcing cycle. Interest-enjoyment, escape motivations and influencers’ social attractiveness and expertise drive PSI, while information-seeking and homophily strengthen WI. Demographics reveal that age and income don’t impact WT, though older, higher-income individuals exhibit more significant CB. Originality/value This study extends SCT by demonstrating how PSI and WI trigger upward social comparison, highlighting its positive role in inducing WT. Moreover, the findings suggest CB presents valuable opportunities for travel marketers. By integrating SDT to explore followers’ motivations and examining influencer characteristics, this study provides a thorough research framework for understanding the impact of travel influencers on the process of transformational tourism marketing.