Baby Come Back: Resident-Digital Nomad Conflicts, Destination Identification, and Revisit Intention

Abstract

Due to the increasing popularity of remote work, digital nomadism has become a growing trend. Given that digital nomads can stay in destinations longer, their contacts with residents become more dynamic, including numerous social conflicts. By drawing on realistic group conflict theory and social identity complexity, this paper investigates how the negative consequences of social conflicts can be mitigated to strengthen the digital nomads’ identification with the destination and increase revisit intention. Using a multi-national sample of 307 digital nomads from four popular destinations, we find that the negative consequences of social conflicts can be alleviated by stronger cooperative contact through which residents provide instrumental support to digital nomads. Moreover, we find that through enhanced identification and cooperative contact with residents, digital nomads also develop a localized identity that threatens their nomadic identity and thus reduces revisit intention. The study provides insights for practitioners on effectively catering to this segment of travelers.