When social media exposure backfires on travel: The role of social media–induced travel anxiety

The tourism literature suggests that viewing others' tourism experiences on social media promotes one's travel intention. However, by introducing and validating social media–induced travel anxiety (i.e., feelings of worry, unease, or nervousness about one's travel experiences induced by seeing others' tourism experience on social media), we tell a different story. Drawing on cognitive appraisal theory, using a qualitative thematic analysis and a quantitative survey, we reveal that exposure to idealized tourism presentations (such as selective self-presentation and modified travel photos) and information overload trigger social media–induced travel anxiety, which reduces travel intention. Moreover, social comparison sensitivity strengthens the indirect negative influence of exposure to idealized tourism presentations on travel intention, and the direct positive effect of the exposure on social media–induced travel anxiety. We contribute to understanding and managing social media–induced travel anxiety, via which social media platforms and destination marketers could improve users' experiences.