“I wish I were there” the effect of social comparison on social media on travel intention: a parallel mediation model

This study explores the bidirectional effect of online social comparison (OSC) on travel intentions (TI) and the mediating role of travel envy (ENVY) and self-enhancement motivation (SEM) in this relationship. Drawing on Social Comparison Theory (SCT), Self-Determination Theory (SDT), and Consumer Behavior (CB) theories, data from 422 participants were analyzed using a parallel mediation model in AMOS and the PROCESS macro in SPSS. The results indicate that OSC directly influences TI, with ENVY and SEM acting as significant mediators. These findings suggest that exposure to travel-related content on digital social media platforms can significantly shape travel planning. Additionally, the study provides valuable insights for tourism businesses and destination managers on how to leverage digital social networks as effective marketing tools. © 2025 Asia Pacific Tourism Association.