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

Ce Guo, Zhiqian Long, Haoran Chen, Chen-Kuo Pai, Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau SAR, School of Liberal Arts, Macau University of Science and Technology, Macao SAR

Tourism and Hospitality Research

Published online on October 17, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
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 ...