From tourists to tourism braggers: Unveiling the motivations and impacts of tourists’ bragging on destination advocacy

With the rapid development of social media, bragging has gradually become an important way for tourists to show their lifestyle and values. This study, grounded in social exchange theory and social comparison theory, investigates the motivations behind tourists’ bragging behavior on social media and its impact on destination advocacy. Utilizing a survey of 470 respondents, the research identifies intrinsic, extrinsic, and utilitarian motivations as key drivers of tourism bragging, which in turn influences social return and happiness, ultimately affecting advocacy through social returns. Theoretically, it enriches the understanding of tourism behavior by integrating psychological factors with social comparison processes. Managerially, it suggests leveraging these motivations to enhance destination marketing strategies and promote sustainable tourism development.