NARCISSISM AND ENVY'S EFFECT ON TOURISTS SHARING SELFIE IN SOCIAL COMPARISON THEORY APPROACH

Tourism, as a social endeavor, has been significantly influenced by advancements in technology and communication tools, thereby facilitating interpersonal interactions as a social activity. The widespread integration of smart technologies and the continually evolving social media platforms have fundamentally altered the rapid dissemination of tourist experiences. Consequently, this research aims to examine the tendency to share selfies on social media platforms within the framework of social comparison theory. Data were collected from 533 participants through an online survey and were subjected to Exploratory Factor Analysis, Confirmatory Factor Analysis, and Path Analysis within the framework of Structural Equation Modeling. The analyses revealed that narcissism and envy positively impact tourists' tendencies to share selfies on social media platforms. Based on these findings, the study offers recommendations for developing effective strategies for tourism stakeholders.