In addition, this study calls for researchers’ attention to the concept of luxury destinations. Luxury tourism consumption represents an important segment in the tourism industry,while previous research on luxury travel has focused mainly on luxury hospitality venues such as luxury hotels or resorts (Cordato 2008; Yang and Mattila 2017). The concept of luxury destinations may provide a more holistic understanding of the luxury travel experience, which examines tourists’ overall perceptions about a destination including but not limited to hospitality services. Last but not least, comparison targets’ socioeconomic status plays a critical role in social comparison. Research suggests that individuals are more likely to follow a socially superior group’s consumption behavior in order to improve their own social standing.Relatedly, individuals are less likely to follow a socially inferio group’s consumption behavior in an effort to dissociate with the undesired group (Yang and Mattila 2014; Yang, Zhang, and Mattila 2016). Hence, experience sharers’ socioeconomic status could make a difference in the audience’s destination visit intention, and it would be potentially meaningful to incorporate this factor into future research on travel experience sharing on SNSs.