Abstract
ABSTRACT As people seek to manicure their online presence within the current “technomeritocracy,” there is a need to understand what sacrifices people will make to curate social media worthy travel experiences. Hence, the Social Media Sacrifice Scale was developed from the literature on identity theory and compensatory purchasing behavior to conceptualize and measure these sacrifices. The scale was purified using EFA (n = 252) and validated using CFA (n = 251). Results demonstrate validity across four sacrifice dimensions (spending money, sacrifices at home, discomfort, and rule breaking) providing managers with marketing strategies to attract markets with the right mix of sacrificial expectations for the destination.
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