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Exploring Travelers’ Brand Personalities on Social Media

  • 2026
  • OriginalPaper
  • Chapter
Published in:
Authors
Siri Jemth Davidsson
Odessa Schönbeck
Sven Packmohr
Published in
Digital Economy. Emerging Technologies and Business Innovation
Publisher
Springer Nature Switzerland

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Abstract

This chapter delves into how travelers use Instagram to share their experiences, highlighting the dimensions of brand personality such as sincerity, excitement, competence, sophistication, and ruggedness. Through qualitative interviews with backpackers in Costa Rica, the study reveals that travelers often emphasize excitement, sincerity, and ruggedness in their posts. The research also explores the impact of private profiles on identity signaling and the alignment of travelers' self-image with destination branding. Furthermore, it discusses the psychological needs fulfilled by travel and the implications for destination marketing strategies. The findings suggest that travelers seek to convey a sense of adventure and liveliness, which can be leveraged by destination managers to enhance brand congruence and long-term appeal.
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previous chapter Comparative Analysis of Reinforcement Learning Algorithms for Autonomous Driving in Simulated 2D Environments: Optimizing Reward Functions and Hyperparameters
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Title
Exploring Travelers’ Brand Personalities on Social Media
Authors
Siri Jemth Davidsson
Odessa Schönbeck
Sven Packmohr
Copyright Year
2026
Book
Digital Economy. Emerging Technologies and Business Innovation

Print ISBN: 978-3-032-08602-0

Electronic ISBN: 978-3-032-08603-7

Copyright Year: 2026

DOI
https://doi.org/10.1007/978-3-032-08603-7_9
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