Bragging Rights and Destination Marketing: A Tourism Bragging Rights Model

In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limited attention in tourism research. This paper defines bragging rights, discusses its relevance to tourism and proposes a conceptual model suggesting how bragging rights can be managed by destination marketers to enhance destination image and consequently increase visitation.