Journal of Tourism Theory and Research

2458-7583

Mahmut DEMİR

10.24288/jttr.1793457

Consumer Behaviour

Tüketici Davranışı

Digital urgency in tourism: The interplay of social media intensity, fear of missing out, and impulsive travel intention

https://orcid.org/0000-0001-5558-2341

Kiper

Vahit Oğuz

Sakarya Uygulamalı Bilimler Üniversitesi

03 22 2026

12 1 13 21 09 29 2025 02 10 2026

2015

Journal of Tourism Theory and Research

The increasing influence of social media on travel behavior highlights the need to understand its underlying psychological mechanisms in contemporary tourism. This study examines the relationships among Social Media Intensity (SMI), Fear of Missing Out (FOMO), and Impulsive Travel Intention (ITI) to explain how digital engagement shapes travel decisions. Using survey data collected from a diverse sample, the study employs correlation analysis, mediation testing, independent-samples t-tests, and one-way ANOVA. The results reveal significant positive relationships among the variables and confirm FOMO's mediating role in the SMI–ITI relationship. Additionally, gender and education level do not significantly moderate these effects, indicating a broadly consistent impact across demographic groups. The findings offer practical implications for tourism marketers by emphasizing FOMO-based strategies and suggesting directions for future research on cultural and longitudinal dynamics.

Social media Fear of missing out Travel intention Impulsive travel Instagram

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