Decoding digital nomad destination decisions through user-generated content

Abstract

Digital nomads are engaged in a complex quest to select their next destination. In this context, user-generated content (UGC) on social media is a pivotal source to glean insights into digital nomads' destination choices. Accordingly, this study investigates the principal topics that influence digital nomad's destination choice. To this end, data-mining techniques are applied to analyze user-generated content (UGC) from the social platform X (former Twitter). Based on the results, we identify a total of 11 topics associated with digital nomads' location preferences that can be grouped into 3 clusters (positive, negative, and neutral). Specifically, we find six positive topics (employment, retirement, gastronomy, co-working, work motivation, culture), one neutral topic (customer service), and four negative topics (connectivity, work hours, visa issues, loneliness). The results suggest that job flexibility, the attraction of travel, and cultural immersion emerge as positive factors influencing destination choice. By contrast, connectivity concerns, visa management, feelings of isolation, and emotional adjustments stand out as considerable impediments for digital nomads. We spotlight the long-term pursuit of quality of life and technological connectivity as the main drivers of digital nomads in their destination choice. The paper concludes with a formulation of 33 research questions related to digital nomad destination decisions to be addressed in further research.