Peer Influence and Digital Narratives: How Tourism Envy Mediates Travel Intentions to Kerala’s Hill Stations

Authors

DOI:

https://doi.org/10.31305/rrijm.2025.v10.n8.017

Keywords:

Tourism envy, digital word-of-mouth, subjective norms, peer influence, travel intention

Abstract

Tourism decisions today are shaped by digital interactions, peer influence, and emotional triggers rather than traditional marketing alone. This study examines how subjective norms and electronic word-of-mouth (eWOM) stimulate tourism envy and, in turn, drive travel intentions toward Kerala’s hill stations. Drawing on the Theory of Planned Behavior and Social Comparison Theory, a quantitative survey was conducted among 361 respondents with prior exposure to online travel content. Using PLS-SEM, results reveal that both peer influence and eWOM significantly increase destination envy, which emerges as the strongest predictor of travel intention. While social pressure and online narratives directly affect intention, their impact is amplified when mediated by envy. The findings highlight envy as a motivational force rather than a negative emotion, demonstrating its role as a bridge between social cues and behavioral outcomes. The study contributes theoretical insights and offers practical implications for destination marketing in digital contexts.

Author Biographies

K M Vineeth, Associate Professor and Head, Post Graduate Department of Commerce, Government College Tripunithura, Kerala

KM Vineeth received his Bachelors, Masters and Ph.D. in Commerce from Mahatma Gandhi University,

Kottayam, Kerala, India. He also obtained a Masters in Business Administration from Bharathiar University, Coimbatore, Tamilnadu, India. He qualified UGC NET in Commerce as well as Management. With more than 19 years of total teaching experience and 10 years of post Ph.D. research experience, he is currently working as Associate Professor of Commerce at Government College Tripunithura, Kerala, India and a research supervisor for Ph.D. in Commerce at Mahatma Gandhi University, Kottayam. He is also a member of the Board of Studies of Commerce/Management at different prestigious autonomous institutions in the State; viz., St. Thomas College Palai, Christ College Irinjalakuda, Sahrudaya College of Advanced Studies and the like. He is presently the Vice President of Indian Accounting Association Kochi Chapter and a Life Member of Indian Commerce Association. Moreover, he is a patron class member of Indian Institute of Scientific Heritage. He serves as member of different RACs, adjudication committees and peer reviewer to different journals.

CR Shiju, Assistant Professor, Post Graduate and Research Department of Commerce, St. Paul's College Kalamassery, Kerala

CR Shiju received his Bachelors, Masters and PhD in Commerce from Mahatma Gandhi University, Kottayam. Having more than a decade of teaching experience at St. Paul’s College Kalamassery, his contributions are notable in curricular, co-curricular and extra-curricular arena of the campus. Having represented the institution at different levels for the activities during his tenure of service, he has also served as research fellow to UGC MRP before joining permanent service.

Mary Sruthy Melbin, Associate Professor, Post Graduate Department of Commerce, St. Teresa's College (Autonomous) Ernakulam, Kerala

Mary Sruthy Melbin received her Bachelors, Masters and PhD in Commerce from Mahatma Gandhi University, Kottayam. She has been teaching Commerce at St. Teresa’s College (Autonomous) Ernakulam since 2011. Having made an impact in the institution building activities at different academic and administrative committees, her major involvement includes OBE implementation in the institution and consultancy for other institutions.

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Published

14-08-2025

How to Cite

Vineeth, K. M. ., Shiju, C. R., & Sruthy Melbin, M. . (2025). Peer Influence and Digital Narratives: How Tourism Envy Mediates Travel Intentions to Kerala’s Hill Stations. RESEARCH REVIEW International Journal of Multidisciplinary, 10(8), 148–157. https://doi.org/10.31305/rrijm.2025.v10.n8.017

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Vol. 10 No. 8 (2025): RESEARCH REVIEW International Journal of Multidisciplinary

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