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<p>This study maps the self-presentation strategies in tourists’ travel selfies on social media. A total of 80 indicators across 13 core attributes of visual self-presentation were identified, including background, composition and perspective, style and aesthetics, facial and emotional expression, and appearance. Archetype analysis generated ten self-presentation strategies: explorative reflection, privacy disclosure, flavorful optimism, fresh horizons, style discovery, confident mobility, graceful liberation, visionary wisdom, urban joyfulness, natural bliss. They embody different self-presentation traits, motivations, and behaviors. This study advances theoretical understanding of tourist segmentation approaches and provides actionable guidance for tourism marketers on designing for tourists’ self-presentations rather than classification.</p>

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Tourist Archtypes: Performing the Digital “Self”

  • 期刊论文

  • 发表日期：

    2026年6月15日

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  • Irene Cheng Chu Chan,
  • Roman Egger,
  • Zhaoyu Chen,
  • Silvia de Almeida

摘要

This study maps the self-presentation strategies in tourists’ travel selfies on social media. A total of 80 indicators across 13 core attributes of visual self-presentation were identified, including background, composition and perspective, style and aesthetics, facial and emotional expression, and appearance. Archetype analysis generated ten self-presentation strategies: explorative reflection, privacy disclosure, flavorful optimism, fresh horizons, style discovery, confident mobility, graceful liberation, visionary wisdom, urban joyfulness, natural bliss. They embody different self-presentation traits, motivations, and behaviors. This study advances theoretical understanding of tourist segmentation approaches and provides actionable guidance for tourism marketers on designing for tourists’ self-presentations rather than classification.