Self-concept, emotional value and motivation in intentions to travel abroad: a cross-country study

Purpose While self-concept theory has been widely applied in tourism studies, its role in explaining outbound travel intentions among Muslim tourists remains underexplored. This study aims to investigate how self-expression (SEP), social comparison of opinions (SCO), change-seeking (CHS) and novelty-seeking (NOS) influence outbound travel intentions, emphasizing the mediating roles of emotional values and travel motivations (push and pull factors). Cross-country differences between tourists from Brunei Darussalam and the United Arab Emirates (UAE) are also examined. Design/methodology/approach Anchored in the stimulus–organism–response (S–O–R) framework, a research model was tested using data from 538 Muslim tourists (Brunei: 304; UAE: 234). Covariance-based structural equation modeling was used to analyze the data. Findings SEP, SCO, CHS and NOS have a significant impact on emotional values and travel motivations, which, in turn, strengthen outbound travel intentions. Notably, SEP does not significantly influence pull motivation. Cross-cultural differences observed: Emirati tourists are more driven by pull factors, whereas push factors have a greater influence on Bruneian tourists. Originality/value This study advances self-concept theory by integrating SEP, SCO, CHS and NOS into the S–O–R framework, offering novel insights into the psychological drivers of outbound travel intentions among Muslim tourists. The findings highlight culturally specific patterns, providing both theoretical contributions and practical guidance for developing culturally adaptive tourism marketing strategies.