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This study focused on the impact of attractive travel selfies on potential travelers, especially when they have a positive self presentation intention. The study is based on social comparison theory and found that positive self presentation intentions motivate people to engage in upward body comparisons. If the upward body comparison led to self-image concerns among potential travelers, their perceptions of both benign and malicious envy were enhanced. When self-image concerns were absent, only benign envy perceptions were increased. Our research confirms that the physical attractiveness of tourists’ selfies on social media has an impact on destination marketing effectiveness.

How do social media tourist images influence destination attitudes? Effects of social comparison and envy