Exploring travel envy and social return in domestic travel: a cross-generational analysis

ABSTRACT This study examines tourists’ envy and social return from engaging in domestic travel among Millennials and Baby Boomers. A conceptual framework is developed, grounded by social comparison theory. Using a quantitative research design, an online survey instrument was used to collect data. Results reveal that the relationship between social comparison and travel envy, self-presentation and travel envy, and tourism xenophilia and domestic travel behaviour is stronger for Millennials. However, the relationship between domestic travel behaviour and social return relationship is stronger for Baby Boomers. The findings contribute to the under-researched area of domestic tourism during an unprecedented global pandemic.