How Travel Earns Us Bragging Rights: A Qualitative Inquiry and Conceptualization of Travel Bragging Rights

Travel bragging rights have become an important factor influencing travel decision making in the social media era, yet research on this topic remains scant in the tourism literature. The present study attempted to answer the question "What constitutes travel bragging rights?" from tourists' perspectives using in-depth interviews and means-end analysis. A comprehensive conceptualization of travel bragging rights was provided. Specifically, we identified seven dimensions of travel bragging rights. These dimensions are located on a continuum between a focus on the self and a focus on the audience and serve several social psychological functions reflecting social media posters' (those who post content on social media) personal values. The conceptualization of travel bragging rights highlights the perception gaps between travel posters and the audience. Theoretical and managerial implications are discussed.