Is FOMO Driving Post-Pandemic Travel Trends? The study delves into how the surge in individuals' desire to travel due to Fear of Missing Out (FOMO) and the monotony of lockdown life has led to the emergence of revenge traveling as a new phenomenon. By investigating the relationship between FOMO, contextual trust, experiential risk, and the …
Is Fear of Missing Out the Driving Force Behind Travel in the Post-Pandemic Era?
Is FOMO Driving Post-Pandemic Travel Trends?
The study delves into how the surge in individuals’ desire to travel due to Fear of Missing Out (FOMO) and the monotony of lockdown life has led to the emergence of revenge traveling as a new phenomenon. By investigating the relationship between FOMO, contextual trust, experiential risk, and the cognitive image of destinations, the research aims to provide insights into the psychological motivators driving post-crisis travel decisions. This exploration of FOMO and revenge traveling contributes to understanding the evolving dynamics of travel behaviour in response to global disruptions and societal changes.
The rationale behind the study lies in addressing the gaps in understanding the complex interplay between fear of missing out (FOMO), revenge traveling, contextual trust, experiential risk, and the cognitive image of destinations in the post-pandemic tourism landscape. With the unprecedented disruptions caused by the COVID-19 pandemic reshaping travel behaviours, there ARTICLES 06 SEPTEMBER 2024 is a need to explore how heightened FOMO influences individuals’ trust towards travel providers and destinations, as well as their evaluation of experiential risks associated with travel.
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By delving into the motivations behind revenge travel and the role of cognitive destination images, the study aims to provide valuable insights for industry professionals seeking to navigate evolving travel trends and promote sustainable tourism experiences. Understanding these psychological drivers can inform strategic decision-making in the tourism sector post-crisis.
The study employed a survey-based methodology to investigate the relationships between fear of missing out (FOMO), revenge traveling, contextual trust, experiential risk, and the cognitive image of destinations. The questionnaire consisted of 23 items, covering five primary constructs: FOMO (5 items), perceived contextual trust (4 items), perceived experiential risk (4 items), cognitive image of destination (6 items), and revenge traveling (4 items).
The survey also included demographic questions to capture information such as age, gender, marital status, professional background, location, and household income. Data was collected from 724 respondents who visited a popular tourist destination during a period of eased travel restrictions in Northern India. SEM was used in the study. The responses were digitally captured using Google Forms to ensure comprehensive and valid data without missing information. The methodology utilized in this study aimed to provide a robust understanding of the psychological and decision-making processes influencing post-crisis travel behaviors.
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One of the main findings of the study was the significant impact of fear of missing out (FOMO) on revenge-traveling behavior post-pandemic. This highlights a paradox where individuals, driven by FOMO, are willing to embrace risks and explore new destinations despite tangible threats like pandemic-induced risks. This paradox underscores the complex interplay between psychological factors and travel decisions, shedding light on the motivations behind post-crisis travel behaviors.
From a corporate perspective, this finding offers valuable insights for the tourism industry. Marketers can leverage the understanding of FOMO to create targeted campaigns that tap into individuals’ desires for unique and exclusive travel experiences. Understanding the role of trust and risk in travel decisions also emphasizes the importance of building consumer trust and promoting lesser-known destinations to attract visitors.
The implications of this research extend to both industry and society. For businesses, the study suggests the need to tailor marketing strategies to align with post-pandemic travel motivations. Understanding the psychological drivers behind revenge traveling can aid in developing customer-centric approaches that cater to evolving consumer preferences.
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On a societal level, the study provides insights into the evolving nature of travel behavior in response to external factors, offering guidance for post crisis recovery strategies for tourist destinations and contributing to the promotion of sustainable tourism experiences.
The full research paper can be accessed here Lim, W. M., Sahoo, S., Agrawal, A., & Vijayvargy, L. (2023). Fear of missing out and revenge traveling: the role of contextual trust, experiential risk, and cognitive image of the destination. Journal of Travel & Tourism Marketing, 40(7), 583–601. DOI: https://doi.org/10.1080/10548408.2023.22
