Are Tourists Happier When Traveling Together? The Interplay of Self-construal and Companion Presence on Hedonia and Eudaimonia

Traveling with companions is commonplace, yet the effect of travel companions on tourists’ well-being remains disputed, warranting further investigation. Drawing on social facilitation theory, this study investigates the interaction effect of self-construal (independent vs. interdependent) and companion presence (alone vs. with a companion) on tourists’ positive affect and well-being. Evidence from four studies, using various self-construal manipulations and tourism activities, reveals that tourists with interdependent self-construal derive higher hedonia when traveling with a companion, whereas tourists with independent self-construal gain higher eudaimonia when traveling alone. Additionally, this interaction effect is mediated by two distinct dimensions of positive affect: pleasant affect (a low-arousal state) and positive involvement (a high-arousal state), respectively. These findings advance the understanding of how self-construal and companion presence influence hedonia and eudaimonia. Tourism managers can utilize these findings to tailor travel products, messaging strategies, and service experiences according to whether tourists travel alone or with a companion.