The impact of imagination proclivity from social networking sites on visit intention: A dual-study investigation

Based on the stimulus–organism–response model and social comparison theory, this study investigates under what circumstances travel envy generated from social networking sites works during the predeparture decision. A two-study approach was employed to assess the developed research model. Study 1 was carried out in Shenzhen, China, while study 2 took place in Lijiang, China. Study results show that imagination proclivity has different effects on destination involvement in Shenzhen and Lijiang. Imagination proclivity has a significantly positive effect on both sites. However, imagination proclivity has different effects on visit intention in Shenzhen and Lijiang. Destination involvement has a significantly positive effect on visit intention at both destinations. Positive affect has a significantly positive effect on visit intention at both sites. In Lijiang, the moderating effect of travel envy on the relationship between imagination proclivity and visit intention is significant. Finally, specific theoretical and practical implications are discussed.