Meaningful travel in the age of #MeTourism: A study of digital self-representation
DOI:
https://doi.org/10.5937/menhottur2600004BKeywords:
#MeTourism, selfies, tourism experience, travel satisfaction, travel happiness, mobile technologies, destination experienceAbstract
Purpose – This study aims to explore the role of selfie-taking behavior and mobile technologies in shaping meaningful travel experiences. It investigates how tourists’ attitudes toward selfies relate to their satisfaction with travel experiences and their perceived travel happiness, particularly within the context of #MeTourism and digital self-representation. Methodology – A theoretical model was developed and tested using a quantitative research approach. Survey data were collected from a sample of active travelers who engage in social media sharing during trips. Statistical analysis was used to examine the relationships between attitudes toward selfies, mobile technology use, travel experience satisfaction, and travel happiness. Findings – The results indicate that positive attitudes toward selfies and active use of mobile technologies significantly influence tourists’ perception and satisfaction with the destination experience. However, while these factors shape how travelers experience and interpret their journeys, they do not have a direct or significant impact on overall travel happiness. Implications – These findings provide useful insights for tourism marketers and destination managers. By understanding the aesthetic and emotional dimensions of digital self-representation, stakeholders can design strategies to enhance tourists’ engagement with destinations and encourage the sharing of favorable imagery on social media. Ultimately, this can contribute to a more personalized and satisfying travel experience, though not necessarily a deeper sense of travel-related happiness.
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Copyright (c) 2025 Marija Bojić, Sanja Kovačić, Dunja Demirović Bajrami, Đurđa Miljković
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