The Digital Extended Self of Influencers: A Case Study of a Travel Channel

Abstract

This article analyzes the construction of the Digital Extended Self of digital influencers from the travel channel Travel Channel, drawing on R. W. Belk’s theory. The study employs a qualitative exploratory–descriptive approach, using a case study as its methodological strategy. Data collection involved analyzing five podcast interviews with the channel’s founders, along with videos published between 2022 and 2024. In addition, viewer comments on these videos were extracted and examined. All materials were analyzed using Bardin’s content analysis. The results reveal a strong presence of the Extended Self dimensions, co-construction, and sharing, showing that interaction with the audience actively shapes the influencers’ identity and content. The dimensions of dematerialization (e.g., cloud storage) and distributed memory (the use of digital records as extensions of memory) were also evident. Reincarnation (the use of avatars or personas) was the least observed dimension, a finding attributed to the influencers’ authentic style and focus on real-life experiences. Overall, the Digital Extended Self of the Travel Channel emerges as a genuine and organically constructed entity, resulting in an aggregated Self that reflects a strong connection with its audience. This research provides valuable insights into how Belk’s theory can be applied to the in-depth analysis of digital materials.

1. Introduction

Building on the concept of the self, Belk (1988) developed the Extended Self theory, which argues that consumers perceive their possessions (including not only objects, but also people, experiences, and places) as extensions of themselves. About 25 years after the theory was introduced, technological advances have dramatically changed the ways individuals consume, present themselves, and communicate. The rise of the internet and its integration into daily life have profoundly reshaped the processes of consumption and self-expression.

Although this study focuses on a single case, its theoretical and analytical contribution lies in deepening the understanding of how Belk’s (2013) Digital Extended Self manifests in tourism and influencer contexts. Previous research has often examined the theory within consumer behavior or marketing domains, but applications in tourism communication remain scarce. By qualitatively exploring one of Brazil’s most prominent travel channels, this study provides interpretive insights rather than statistical generalizations. The case was strategically selected as a “theoretical case” (Stake, 1995; Yin, 2018), capable of illustrating and refining the theoretical dimensions of the Digital Extended Self within a real-world tourism communication setting.

According to the Digital 2025: Global Overview Report published by Datareportal, the number of active internet users worldwide surpassed 5.5 billion at the beginning of 2025, representing nearly 68% of the global population. The report also notes that there are 5.24 billion social media users, with Brazil ranking as the third-largest social media user globally (Kemp, 2025).

This scenario significantly influenced the update of Belk’s (2013) Extended Self theory. In response to the transformations brought by the Digital Age, the author revisited his theory and introduced the concept of the Digital Extended Self in his article Extended Self in a Digital World, renewing the concept and emphasizing access and interaction rather than mere ownership.

Russell Belk describes the Digital Extended Self as the extension of an individual’s identity and presence beyond the physical world through online interactions and representations. This includes social media profiles, avatars in online games, and other forms of digital presence that reflect and amplify aspects of one’s personality and life. Thus, the Digital Extended Self can be understood as an extension of a person’s identity within the digital environment (Belk, 2013).

The concept of the Digital Extended Self is particularly relevant to influencer marketing, as it illustrates how individuals construct and manage their online identities. Through their digital presence, people expand their interactions and connections, sharing experiences, opinions, and preferences (Heras & Navarrete, 2024).

The Digital Extended Self, proposed by Belk (2013), provides the theoretical lens for analyzing the influencer channel Travel Channel. As a digital project, the channel can be seen as a manifestation of its creators’ extended selves. Through it, one can correlate and analyze Belk’s five dimensions: the dematerialization of travel experiences into digital content, the reincarnation of identity across different platforms, sharing with the audience, co-construction of the narrative with followers, and the use of the internet’s distributed memory to store and retrieve their stories. In this context, this article aims to analyze the process by which the travel influencers behind Travel Channel construct their Digital Extended Self, focusing on Belk’s five dimensions: dematerialization, reincarnation, sharing, co-construction, and distributed memory.

Previous tourism studies have primarily examined influencers as marketing tools for destination promotion (Jiménez-Castillo & Sánchez-Fernández, 2019; Valentini et al., 2018). However, few have explored them as individuals who construct and perform digital selves through ongoing audience interaction with their audiences. This study addresses this gap by analyzing influencers not only as communicators of destinations but also as agents of self-extension and identity negotiation within digital environments.

2. Literature Review

2.1. The Foundations for Understanding the Self

The concept of the self is a research focus in various fields, such as psychology, social sciences, health sciences, political science, education, among others (Zhai et al., 2024; Munusamy et al., 2024; Szekely et al., 2025). Across these areas, there is a profusion of terms to refer to the same topic, which can hinder the understanding of new scholars. The concept of the “self” is extremely complex and does not have a universal definition. The difficulty in defining it has resulted in a proliferation of terms (such as self-image, self-concept, etc.) that are frequently poorly defined, used as synonyms, or applied inconsistently across different fields. Such terminological ambiguity makes the literature difficult to analyze and, for some, even of limited usefulness. To address this issue and promote clarity, the text argues for the need to map and integrate the main concepts employed across subdisciplines of psychology, particularly within multidisciplinary research contexts.

For the purposes of this study, the “self” is defined as presented by Belk (1988): the “self” is an extended entity that goes beyond the body and mind, incorporating the possessions, objects, and goods that an individual considers their own. According to Belk (1988), we do not merely own things; rather, we are the things we possess, as they help construct, define, and express our identity to both ourselves and society. Whether a car, a house, a souvenir, or—following Belk’s (2013) later revision—a digital profile or avatar, such elements function as extensions of the self by providing control, self-knowledge, and a repository of memories, collectively shaping who we are.

The field of psychology has been one of the main contributors to the study of the Self, giving rise to numerous theories and definitions over time. However, there seems to be a consensus that the Self is shaped by both conscious and unconscious aspects of a person, including feelings, thoughts, cognitions, and personality traits (Freud, 2020). In other words, the combination of these characteristics contributes to the formation of an individual’s core identity.

The self is more personal than relational, as it reflects how a person wishes to perceive themselves. For this reason, it can be divided into two categories (Sirgy, 1982). The real self refers to a realistic assessment of one’s actual qualities or limitations; it represents our genuine self. The ideal self, in contrast, reflects how an individual wishes to be perceived by others, capturing their understanding of who they aspire to be (Solomon, 2016).

The number of selves an individual adopts corresponds to the variety of social roles they perform, as people often behave differently depending on the situation. The act of imagining how others will react to one’s behavior is referred to as the reflected self. This occurs when individuals send signals to shape or project the impressions others form of them (Solomon, 2016).

The Extended Self is closely linked to behavioral analysis. Any object can be appropriated by the self, and once it contributes to representing an individual’s identity, it becomes part of the Extended Self (Belk, 2013). Since the Extended Self can be understood as the combination of the Self and one’s possessions, it follows that, in a sense, people are what they own, and losing these possessions can alter how they feel about themselves (Ingrassia et al., 2022; Belk, 1988; Solomon, 2016).

2.2. Extended Self

According to the Extended Self theory, Belk (1988) argues that people regard things, places, and possessions they call “mine” as parts of themselves, or in other words, as extensions of their bodies. Thus, a spouse, children, office, car, smartphone, job, or watch, for instance, may become so closely connected to their owner that these objects, people, and places contribute to the representation of that person’s social identity. Furthermore, the degree of attachment can be so intense that reactions to the loss of such possessions may resemble those experienced after the loss of a body part.

The Extended Self theory explains that although individuals possess multiple forms of self, four are particularly significant: the individual self, the family self, the community self, and the group self. For each of these, people tend to display different behaviors that are reflected in their possessions, clothing, speech, and interactions with others (Belk, 1988). Furthermore, the author suggests that the self can be extended through control of an object, creation, knowledge, or contamination (Belk, 1988).

A better understanding of consumers’ extended self can help develop better recommendation systems in e-commerce. Feng (2023) conducted a study that presented a new methodology for recommendation systems, arguing that current systems are limited because they are based solely on behavioral data and purchase history, while ignoring psychological factors. The research focused on quantifying consumers’ self-perceived identity and their “projective self,” aspects that have been largely overlooked, in order to analyze their relationship with decision-making in e-commerce. Using grounded-theory coding and a literature synthesis, the study addressed this gap and helped clarify inconsistencies in previous research, providing a basis for exploring the impact of self-concepts on consumer behavior.

In the individual self, people define themselves through their possessions, items such as jewelry, cars, or clothing that become part of their identities. The family self refers to one’s home and furniture, as the house often symbolizes the family and serves as a central element in an individual’s life. The community self relates to how individuals define themselves in connection with their place of origin, such as a region or city, where the sense of belonging plays a vital role. Finally, the group self involves identification with social groups, including symbols, monuments, or sports teams that become part of the Extended Self (Belk, 1988).

Martins et al. (2018) examined users’ relationships with their smartphones to determine whether these devices function as extensions of the self. Based on in-depth interviews with twelve participants and content analysis techniques, their study found that some smartphone users form a strong emotional attachment to their devices, perceiving them as extensions of their own identities (Martins et al., 2018).

Human beings have an inherent need to live in groups and to belong to specific communities. Several studies have analyzed how Belk’s (1988) theory helps explain the relationship between social groups and certain possessions (Soares et al., 2023). Santos et al. (2017), for example, examined how attitudes and desires are shaped among members of the Harley-Davidson brand community. Their findings supported the hypothesis that group activities, particularly those involving sharing, strengthen the desire to belong and participate, thereby expanding the self.

The need to share and to belong to particular groups has taken on new forms with the rapid growth of internet services and the emergence and widespread adoption of social media. These virtual environments enable users to join various types of groups, including those related to music preferences, political communities, sports fandoms, online gaming communities, and brand-related product communities, among others.

This transformation in collective organization has required, and continues to require, ongoing efforts from the scientific community to better understand consumer behavior and the new dynamics emerging among users (Garanti, 2023; Sima et al., 2020). The exponential advancement of information and communication technologies has led to constant and rapid change, shaping a social reality that prioritizes access over ownership. Consequently, twenty-five years after first introducing the concept of the Extended Self, Belk was compelled to revisit and update his theory (De Sousa Júnior, 2020).

2.3. Digital Extended Self

Technological advances have brought significant changes and disruptions to consumer behavior. Today, social media activity is intense, directly influencing contemporary consumption patterns. In response to these shifts, Belk (2013) revisited his Extended Self theory and proposed the concept of the Digital Extended Self.

According to Belk, the Digital Extended Self involves the expansion of an individual’s identity beyond physical boundaries through online interactions and representations. This includes creating profiles on social media platforms, designing avatars in virtual environments, and engaging in other forms of digital presence that reflect and amplify various aspects of one’s personality and life. In essence, the Digital Extended Self constitutes an additional projection of an individual’s identity in the digital realm (Belk, 2013).

Belk also proposed five new dimensions for analyzing this extension of the Self: dematerialization, reincarnation, sharing, co-construction, and distributed memory.

Dematerialization, the first dimension, reflects the transformation of the digital world and the disappearance of many physical possessions. Today, much of our information, communication, photos, videos, music, calculations, messages, writing, and data are invisible and intangible until accessed. They exist as electronic streams of ones and zeros, stored locally or in remote, often unimaginable locations. Physical media such as CDs, DVDs, vinyl records, tapes, and albums are disappearing, replaced by digital files stored on servers in unknown locations, the so-called cloud (Belk, 2013).

In the last decade, the Digital Extended Self (Belk, 2013) has been applied in diverse contexts such as social media self-presentation (Labrecque et al., 2011), digital gaming and avatars (Bessière et al., 2007), online consumer identity (Smith et al., 2021), and influencer culture (Djafarova & Trofimenko, 2019). However, its systematic application to travel influencers has remained limited. This research therefore extends the theoretical scope of Belk’s framework into the domain of tourism communication, where the construction of digital identity occurs through experiences and place-based narratives rather than through product ownership.

The data stored in these “cloud” environments contains vast amounts of information (Big Data) about everything circulating in the digital space. The combination of Big Data, which refers to large volumes of information, and cloud computing, a digital storage and processing system accessible via the internet, enables scalable improvements in company services and internal processes (Tang & Yang, 2023).

Belk (2013) argues that dematerialization may evoke negative emotions due to the loss of tangible items such as books and CDs following their digital conversion. Nevertheless, this transition offers significant advantages, including the ability to instantly categorize, reorganize, and share digital content with an unlimited audience. Moreover, acquiring digital goods has become remarkably easy, often requiring just a few clicks.

The convenience and speed of acquiring and sharing digital content have driven significant behavioral changes. Actions that were once private or individual are now public and shareable. This increased visibility and accessibility enable the construction of behavioral profiles based on what individuals choose to share, such as their musical tastes or reading preferences (Belk, 2013).

While debates persist over whether digitally stored items can truly be considered possessions, the exponential growth of digital environments is undeniable. Cloud storage platforms and digital possession services that sell virtual goods for real currency (e.g., within the metaverse) generate billions in revenue, with projections indicating continued acceleration (EVEO, 2019; Honarvar & Sepehrinia, 2025). Beyond the materiality of physical possessions, individuals themselves are increasingly able to exist in virtual spaces.

Digital reincarnation refers to the use of avatars, characters, or personas that represent the consumer’s Self as they wish to be, often transcending their physical reality. This process involves the disembodiment and digital reimagining of the Self: a primarily virtual identity that, while retaining a strong resemblance to the physical appearance, may adopt traits that do not reflect the individual’s real-world characteristics (Belk, 2013).

In recent years, the virtual world has expanded rapidly, particularly with the growth of the metaverse, an environment designed for avatar-based interactions. Yee and Bailenson (2007) describe avatars as digital representations of ourselves. Meadows (2008) adds that when an avatar reflects one’s gender, age, and race, it can evoke a psychophysiological sense of identity, fostering personal identification with the avatar. Yet, it is noteworthy that few avatars in virtual worlds represent individuals who are morbidly obese, elderly, or disabled (Meadows, 2008; Solomon, 2010; Trouillet et al., 2009; Zhao et al., 2008).

Beyond adopting idealized traits, avatars allow individuals to perform actions in virtual spaces that they might not pursue in real life. They enable self-experimentation, allowing users to alter personal features such as hair color, body type, and more. This virtual invisibility creates a safe space for transformation, free from the risks or potential frustration associated with real-life changes (Belk, 2013).

The creation of virtual elements also fulfills a fundamental human need: the desire to belong to a collective (Aristóteles, 1984). Social living contributes to well-being, and through community participation, individuals share aspects of themselves. In his revision of this concept, Belk (2013) emphasizes that self-sharing is not a new phenomenon; it has existed throughout human history. Once content is posted online, it becomes instantly accessible for others to appropriately share, and even make viral, regardless of whether they are part of the original poster’s social circle. This dynamic carries both benefits and drawbacks: viral content is not always accurate or constructive, and the individual whose content spreads widely may not feel rewarded by the exposure.

In this context, it becomes evident that for active Facebook users, social media connections may know more about their daily lives, relationships, and thoughts than their own families do. For one-sixth of the global population, Facebook plays a crucial role in self-presentation. This phenomenon has led both users and researchers to focus on active identity and reputation management, while also raising concerns about the risks of “oversharing” (Labrecque et al., 2011).

During the sharing stage of the digital Self, individuals expose themselves to public commentary, feedback that may either validate or criticize their content or behavior. These responses are often crucial to the co-construction of the Self, as individuals seek approval from others to achieve a sense of fulfillment. The extension of the Self in digital spaces follows a similar pattern: as users engage with social media, they increasingly rely on the approval of other users to feel a sense of belonging. This is evident in platform mechanics, where individual accounts can have actions such as posts or photos liked, commented on, and shared by thousands. The greater the engagement, the higher the perceived acceptance of the user, amplifying the influence of the digital self (Belk, 2013).

While the co-construction of the self also occurs offline through face-to-face interactions, the anonymity and perceived safety of the digital environment encourage the exploration of new online identities. Social media platforms enable more continuous and enduring co-construction, as comments accumulate and remain accessible over time. With rapid and persistent access to feedback, individuals are constantly presented with opportunities to refine their Extended Self, even long after the original content is posted.

This evolving process raises a critical question: is the Digital Extended Self still an individual construct, or has it become a collaborative project, an aggregated Self shaped by both the individual and their audience (Belk, 2013). The openness of virtual communities creates new challenges. For public figures, especially, it has become increasingly difficult to present a version of themselves that diverges from their digital persona. Content deemed inappropriate by certain online communities can trigger unwanted engagement, potentially damaging an individual’s digital identity (Belk, 2013).

Bartoli et al. (2022) conducted a systematic literature review investigating the implications of digitalization on consumers’ self-concept, focusing on how they construct and transmit their self-concept to others in cyberspace. Five main themes characterizing the construction and dissemination of the consumer’s online self-concept emerged, including self-narrative in digital spaces (digital extended self), the ambivalence between the virtual self and the real self (the “true” digital extended self), and digitalization and self-enhancement, which aligns within Belk’s definitions of the co-construction of the digital extended self. The results published by these authors reinforce the objective of this study, demonstrating, therefore, that scholarship dedicated to this phenomenon is central to improving our understanding of how digitalization is shaping digital self-presentation.

Finally, there is the concept of distributed memory. The way individuals relate to their memories has changed drastically, revealing both positive and negative aspects. The ease of access and high storage capacity of electronic devices allow us to accumulate thousands of bytes in the form of photos, important information, itineraries, birthdays, and other personal data. This serves as an extension of memory, offering the possibility to revisit past moments at any time. However, outsourcing this function, once the domain of human cognition, has made us increasingly reliant on technology and less attentive to lived experiences. The diminished need to consciously record memories may represent a reduction of the Self rather than its expansion (Belk, 2013).

Online storage platforms are gradually replacing individual memory, not only enabling users to retrieve factual information but also facilitating searches that evoke emotional recollections of people and significant events. These platforms also foster interactions among users, contributing to a collective construction of memory. In this way, personal memories are enriched through the collaboration of multiple online selves (Belk, 2013).

Given Belk’s (2013) conception of the Extended Self in a digital world, a critical question emerges: how should we respond to this transformation? Schultz (2014) proposes that we acknowledge, accept, embrace, and then evaluate it. According to him, people often resist new ideas, attempting to suppress or reshape them to fit existing frameworks. Schultz argues that humanity might have advanced further over the years if we had adopted a more open-minded, experimental approach, rather than adhering to the prevailing academic paradigms that reject ideas misaligned with established knowledge. With new tools for communication and marketing now available, it is essential to embrace and evolve with them, lest we risk becoming captives of a fictional technological reality (Schultz, 2014).

To analyze how sense of self and identity manifest in the digital environment, studies frequently draw on the extended self theory proposed by Belk. The theory can be applied to a wide spectrum of studies due to its versatility. Honarvar and Sepehrinia (2025) conducted a systematic literature review focusing on studies that use Belk’s (2013) conceptualization in their theoretical framework. Despite confirming the theory’s versatility, due to the high number of themes found in the articles, the authors argue that the theory’s potential as a theoretical basis for understanding individual behavior in digital environments is still underexplored. The authors conclude by suggesting the addition of a new dimension, “datafication”, which encompasses the processes through which information is transformed into quantifiable, machine-readable data for the purpose of aggregation, analysis, and the anticipation of human behavior and social interaction.

2.4. Digital Travel Influencers

A digital influencer is defined as an individual who holds a prominent position on social media, with status determined by both quantitative and qualitative metrics that measure reach and engagement. These influencers are considered opinion leaders and can exert considerable influence over their followers, sometimes fostering a degree of dependence (Jiménez-Castillo & Sánchez-Fernández, 2019).

Influencers typically command large audiences across platforms such as social media profiles and blogs. The greater the number of followers and the more frequent the interactions, the stronger their ability to shape consumer decisions, particularly regarding product purchases.

It is important to highlight that, alongside mass influencers, there are micro-influencers who, despite having a smaller audience and often more local reach, achieve remarkable social penetration and high engagement. Chen et al. (2024), whose study employed an interdisciplinary approach, point out that this field still needs further exploration, despite the substantial reach and lasting impact that such figures provide in the current media ecosystem.

Nowadays, digital influencers are categorized based on various criteria, including audience size, content impact, and account reach. Elli (2017) identifies three main types: mega influencers or celebrities, macro influencers or opinion leaders, and micro influencers.

Digital influencers have gained prominence not only by reaching significant portions of the audience but also by producing authentic and personalized content for their followers. This approach reflects an “outside-in” content strategy, where material is shaped by audience expectations and preferences (De Souza, 2022; Ramazanova & De Freitas, 2020). In the travel sector, influencers play a key role in generating demand and promoting the history, culture, and natural beauty of destinations.

Academic literature discusses the transformation of tourist destinations through smart and collaborative approaches. To contribute to this debate, Garanti (2023) conducted a study aimed at advancing the concept of smart tourism, highlighting the process of value co-creation at the destination level. The study also identifies the main challenges inherent in the implementation and development of this paradigm, which relies on Information and Communication Technologies (ICT) to enhance and enrich tourism products, services, and experiences.

For tourists, influencers have become valuable sources of information about where, how, and when to engage in specific travel experiences (Brito & Freitas, 2019). Beyond information-seeking, social media allows users to share their experiences, often inspired by influencers’ recommendations, through videos, photos, and posts that become reference points for other travelers (Ingrassia et al., 2022). Since tourism experiences cannot always be pre-evaluated, the combination of user-generated content and influencer guidance provides greater confidence and supports tourists in the decision-making process (Brito & Freitas, 2019).

The reach of influencers can also contribute to the recovery of a country’s tourism sector, as illustrated by Ingrassia et al. (2022). The authors analyzed the profile of an Italian digital influencer who launched a campaign to promote Italian gastronomy and travel destinations. This campaign showcased a wide range of attractions, including coastal cities, museums, art galleries, rural and winter tourism, and accommodations (Valentini et al., 2018).

The study highlights that the influencer’s content spans from luxurious to modest locations and from sophisticated to traditional restaurants, all while celebrating local history and fostering a sense of belonging among followers. Although the campaign primarily targeted Italians, it also attracted significant interest from international audiences eager to explore the featured destinations. Moreover, the influencer’s posts extended beyond their immediate followers, as users frequently tagged others, demonstrating the viral potential of such content (Ingrassia et al., 2022).

Ramazanova and De Freitas (2020) highlighted the importance of promoting sustainable tourism, emphasizing that environmentally conscious practices can help countries generate employment, income, and development in harmony with ecological preservation.

The notion of an “aggregated self” challenges traditional views of the Self as an autonomous entity. In digital environments, identity becomes relational and co-authored, emerging through continuous interaction between the influencer, the audience, and the algorithmic structures of the platform. This collective identity construction suggests a philosophical shift from individual possession of the self toward a distributed, participatory form of being. As Turkle (2011) and Jenkins (2014) argue, digital participation redefines subjectivity as a networked performance, where authenticity is negotiated rather than claimed. Thus, the aggregated self further extends Belk’s (2013) Digital Extended Self by incorporating a collective and communal dimension into digital identity.

Reflexivity note: The researchers approached the study as external observers to the influencer’s community, with no prior personal or professional relationship with the subjects analyzed. The authors’ familiarity with digital tourism communication allowed for contextual interpretation, while the use of publicly available data minimized potential bias arising from personal interaction or insider status.

3. Method

This research is exploratory–descriptive with a qualitative approach. Its exploratory nature is justified by the scarcity of in-depth academic studies on the application of the Digital Extended Self concept in the specific context of travel influencers (Malhotra, 2019). The exploratory phase allowed for a closer engagement with the object of study, seeking to understand the reasons and motivations behind the phenomenon (Minayo et al., 2016; Ana, 2019).

A case study was selected as the research strategy. Stake (1995) argues that the methods presented in his work are particularly suitable for studying programs and individuals rather than isolated events and processes. This approach was appropriate because it allowed for an in-depth examination of the Extended Self phenomenon within the context of the Travel Channel YouTube channel, enabling a detailed and contextualized analysis (Merriam, 1998). The case was defined as a phenomenon, the construction of the Extended Self, within the Travel Channel channel (available on YouTube). According to Merriam, researchers may designate a phenomenon as a case study provided that the object of interest and its boundaries are clearly defined, that is, delimit what will be investigated.

The choice of a single case study does not aim for empirical generalization but for theoretical expansion. As emphasized by Yin (2018) and Merriam (1998), case studies are suitable for producing analytical generalization, where findings contribute to the refinement or extension of existing theories. In this sense, the Travel Channel channel serves as an exemplary case that enables the exploration of the Digital Extended Self’s five dimensions in depth, illustrating how digital identity is negotiated and co-constructed in the context of travel content creation. The data sources—interviews, videos, and user comments—provide triangulated evidence that supports interpretive validity and enhances the robustness of the findings despite the limited sample size. The study analyzed publicly available content on the YouTube channel, as well as interviews given by the channel creators to different platforms and media outlets. We emphasize that we did not conduct direct interviews with these individuals, but rather analyzed materials already published and openly accessible on social media and other public channels, with all sources duly referenced in the manuscript.

The object study was the YouTube channel travel channel. The channel’s creators, creators of the travel channel, have been documenting their travels around the world since 2015, with an emphasis on cultural immersion. The channel currently has over 1.6 million subscribers and has received notable industry recognition, including the iBest Award in both 2022 and 2023. It was chosen for analysis due to its relevance and well-established trajectory within the travel niche.

Due to the unavailability of direct interviews, data collection relied on documentary and digital sources, which are recognized and valid tools in qualitative research (Merriam, 1998; Grady et al., 2008; Pink, 2012; Snelson, 2015).

A search was conducted on YouTube using the keywords “entrevistas” and “Travel Channel” to locate all interviews given by the influencers to podcast channels. A total of five interviews were found, including one of which was available only in audio format. These interviews were then organized in an Excel spreadsheet and categorized by title, link, publication date, number of likes, comments, and views. After watching or listening to each interview in full, all five were fully transcribed into the spreadsheet for analysis.

As a complementary analytical strategy, content analysis was adopted. Gallarza et al. (2002) argue that content analysis is particularly suitable for examining consumer behavior in tourism contexts, including social media environments. This method allows for more precise comparison and interpretation of data collected from online traveler profiles and interviews (Gallarza et al., 2002).

For this study, the content analysis technique developed by Bardin (1977/2016) was applied. This approach incorporates both predefined (a priori) and emergent (a posteriori) categories during data interpretation. The main distinction between these categories lies in the timing of their definition, either before or after data collection and analysis. According to Bardin, it is possible to use predefined categories during content analysis, provided they are derived from the theoretical framework and aligned with the study’s objectives. In this research, a priori categories were employed, corresponding to Belk’s five dimensions of the Digital Extended Self.

According to Bardin (1977/2016), content analysis can be defined as a systematic method for analyzing qualitative data that unfolds through three interrelated stages. It begins with the pre-analysis, which involves defining clear research objectives, formulating guiding questions, and selecting the material to be examined. Next comes the exploration of the material, where the researcher engages deeply with the selected content. This may include reading texts, observing images, and videos, and identifying patterns or recurring themes. Finally, in the treatment and interpretation of results, the data are organized according to identified categories or themes, coded to facilitate analysis, and prepared for interpretation. At this stage, the researcher connects the findings to the research questions, theoretical foundations, situating them within broader contexts to provide more substantive and coherent conclusions.

During the initial phase of analysis, all five collected interviews were carefully reviewed and fully transcribed, with emphasis on identifying segments most closely aligned with the research objectives. The primary goal of this stage was to identify the five dimensions of the Digital Extended Self among travel influencers, based on the data gathered from interviews they had given to podcast channels on YouTube.

The absence of direct interviews limited access to the influencers’ internal motivations and affective dimensions of self-construction. Future research could address this limitation through digital ethnography (Kozinets, 2020) or mixed-method approaches combining content analysis with in-depth interviews or participant observation, thereby enabling a more nuanced understanding of the emotional and psychological dynamics underlying digital identity formation.

4. Results and Discussion

The insights derived from this study should be interpreted as theoretical rather than statistical contributions. The findings do not seek to represent all travel influencers but to illuminate how Belk’s dimensions manifest in a specific and information-rich context. Following Stake’s (1995) interpretive logic, the study aims to achieve transferability—that is, allowing other scholars and practitioners to recognize similar patterns in different influencers or tourism settings.

In the interviews, the influencers often began by describing the events that inspired them to embark on a life-changing journey, one characterized by traveling around the world. Initially, the couple developed a detailed financial plan, setting aside approximately US$30,000 and estimating daily expenses of about US$20, with the intention of making it possible to extend their trip for up to five years. Their initial plan emphasized traveling economically, camping for accommodation, and hitchhiking for transportation. The journey began across South America, where they soon realized their financial plan would be insufficient and sought alternative ways to fund their trip. To continue pursuing their dream, they engaged in paid work in exchange for tours and lodging, reflecting a mindset that prioritized meaningful experiences over material possessions.

In addition to these jobs, the couple began engaging in digital activities, such as creating a blog to document their daily experiences, a space that also served as a repository of memories. From this blog came their first video interaction as influencers: during a stay in Venezuela, they recorded and shared a video to help other travelers stay informed about the country’s political and economic situation. The viral success of this content and the rapid growth of their channel revealed to them the platform’s potential to sustain and expand their travel journey.

Although the influencers appear open to direct engagement with their followers, they do not fully integrate all comments or suggestions into their content planning. Their intent remains focused on visiting specific locations to produce content that showcases diverse realities and cultures, projecting a narrative of the “self” through encounters with people and places. This practice reflects the dimension of sharing. As illustrated by their remark, “North Korea was, I think, one of our first videos that really blew up, and that’s when we started getting our first haters…” (Travel Channel […], 2021, 29 min 43 s), sharing inevitably generates both approval and criticism. Belk (2013) asserts that sharing is intrinsic to human social behavior and that, in digital contexts, the desire for belonging persists, exposing shared actions and content to both positive and negative judgments.

This dynamic is exemplified by the couple’s surprise at the reception of a video filmed in Jakarta, Indonesia. Its unexpectedly high number of views was attributed to the country’s association with the game Free Fire, illustrating how shared interests can influence content popularity. According to Belk (2013), once a piece of content is published online, it becomes accessible for third parties to use and disseminate, regardless of any personal connection to the author. Belk also emphasizes that the public sharing of personal information is not a new phenomenon but rather a persistent human behavior. This tendency is evident in the couple’s narrative, in which they openly shared their journey from the early stages of planning to exploring challenging destinations such as Venezuela. These digitally shared experiences, perceptions, and aspirations contribute to strengthening relationships and constructing a cohesive self-narrative, functioning as an open, digital diary (a blog) that contrasts with the private journals of the past.

The Internet exponentially increases content accessibility, enabling it to reach diverse audiences and facilitate viralization. A clear example of this is a video about Mongolia, which, despite not being considered their most remarkable, sparked significant curiosity and led to a substantial increase in both views and subscribers. This power of dissemination also motivates influencers to share their future travel plans and aspirations to visit places such as Africa, the Middle East, and Japan, dreams inspired by readings and by the stories of other travelers. However, this act of sharing also exposes the obstacles to achieving those goals, such as the high financial costs involved, revealing not only the desire to explore but also the practical challenges of turning dreams into reality.

A critical aspect to consider is how the human impulse to share has been co-opted by the market logic of digital platforms. The act of “sharing the self” is transformed into a process of “self-branding,” in which even criticism and hate are absorbed and converted into social capital and visibility. Within this context, belonging to a group is often constructed not only through acceptance by the majority but also through strategic opposition to a vocal minority of critics. The very emergence of “haters” is often framed as a milestone of success. This dynamic illustrates how, in the digital economy, any form of reaction, whether positive or negative, holds value, as engagement fuels visibility and, consequently, algorithmic relevance. In this paradoxical scenario, hate becomes a confirmation of influence.

Negative comments and critique can trigger ambivalent psychological responses among influencers. While they often reinforce visibility and engagement, they can also generate stress, self-doubt, or activate defensive identity strategies (Labrecque et al., 2011). The influencers analyzed appear to reframe such criticism as validation of their relevance, reflecting emotional resilience and strategic adaptation. This phenomenon underscores how the Digital Extended Self is continuously shaped through affective exchanges with the audience, where both validation and rejection contribute to ongoing identity reinforcement.

The co-construction dynamic between influencers and their audience becomes evident in this environment. As Belk (2013) notes, digital interaction is inherently social and plays a crucial role in shaping both the influencer’s online identity and the content they produce. By incorporating ideas and feedback from followers, influencers feel a sense of belonging and tend to reinforce the publication of content that sparks curiosity, particularly that which showcases unconventional travel experiences. A clear example of this is their stated intention to travel across Africa, a plan encouraged by audience requests to challenge stereotypes and highlight the continent’s cultural diversity, as illustrated in the following excerpt:

“We really want to go, you know, to break a bit of this stereotype. People keep asking for it. We even say, Oh, I’m going to Africa but Africa is the continent with the most countries, with the most cultural diversity.” (Travel Channel […], 2021, 44 min 55 s).

This engagement, capable of generating both approval and disapproval, often motivates the exploration of themes that challenge preconceived narratives, as seen in the case of North Korea. The influencers’ surprise at finding a shopping mall stocked with goods, in contrast to their expectations of scarcity, led them to share this more nuanced reality. They were motivated even by negative comments, which, in their own words, “made us want to show the reality.”

This process of co-construction goes beyond individual preferences, as the influencers remain attentive to feedback and especially value input from specialized followers, such as history teachers, who suggest destinations and topics to explore. This collaborative process challenges the idea of the Digital Extended Self as a purely individual construct, instead proposing what could be termed an “aggregated self”: a collective identity co-created by both the influencer and their engaged audience.

The practice of reading, replying to, and discussing comments is described by the influencers as “one of the most enjoyable parts of our day.” This continuous interaction creates a reciprocal and collaborative relationship in which a supportive community is intentionally cultivated. As they state, it has “brought together amazing people” who celebrate their journey. This symbiotic relationship demonstrates how dialog refines and amplifies content, illustrating how engagement directly enhances both influence and the visibility of digital identity, as proposed by Belk (2013).

According to Belk (2013), while the transition to the digital environment may evoke negative feelings due to the loss of tangible possessions, it also offers substantial advantages, such as the ability to instantly categorize, reorganize, and share content with a vast audience. The dimension of dematerialization, the replacement of physical ownership with intangible information stored as data, lies at the core of the influencers’ digital practice. As their engagement grew, the need to strengthen their online presence led them to purchase a GoPro camera, a symbol of this digital immateriality. Unlike traditional film cameras, the GoPro stores content entirely in digital form. As they recount: “Michele said, oh, should we buy a GoPro?… since we’re already spending money on this, let’s record it.” (Travel Channel […], 2021, 6 min 55 s).

This dematerialization also extends to their storage practices. Their choice to save all raw 4K footage in the cloud, rather than on physical hard drives (HDs), demonstrates a preference for remote, easily accessible storage that replaces material forms. However, this reliance on the immaterial introduces new anxieties, as revealed in their statement: “4K started taking up a lot of space on the computer… we keep all the raw footage. We don’t send it to an HD; we just pray the cloud will be there forever.” (Travel Channel […], 2022, 27 min 06 s). This comment highlights the inherent challenges of this model, not only the practical limitations of digital storage but also the psychological unease stemming from dependence on the reliability and permanence of remote platforms that safeguard their entire digital archive.

The dissemination of unconventional travel experiences by the influencers also exemplifies the dynamic of distributed memory, a process Belk (2013) defines as the outsourcing of the mind. In this process, individuals use electronic devices to catalog, store, and instantly retrieve past experiences, allowing those memories to be shared, interacted with, and collectively reconstructed. This dimension is illustrated when the influencers, while discussing public drinking laws, immediately refer to their digitally archived memories, citing a specific video about Russia to support their argument regarding the country’s socioeconomic complexity: “We filmed there; we have a video on our channel that shows the outskirts of Russia, and people even commented, ‘wow, people there have it rough,’ but like, it was a building, looked like public housing, with iron gates to enter but inside, you had hot water provided by the government, electricity, safety, those things are subsidized.” (Travel Channel […], 2021, 52 min 19 s).

The initial intention to document their journeys through a blog and the online sale of photographs already reflected the importance they placed on digitally storing and sharing their experiences. This practice of documentation, which later evolved into a YouTube channel, was fundamental to their rise. As they recount, monetization was an unexpected discovery: “We didn’t monetize at first; we didn’t even know you could make money with YouTube and those things. We had a blog before, and people would comment on the blog. The blog paid like, at its peak, we made 30 dollars a month from it—so, it paid for our beer. We also sold photos online, and that made around 60 dollars a month, which for us was a lot of money.” (Travel Channel […], 2023, 27 min 10 s). This trajectory highlights not only their transition to online monetization but also how dependence on and use of digital platforms were crucial in transforming their memories and records into a career, consolidating distributed memory as the foundation of their project and digital identity.

Among the five dimensions of the Digital Extended Self analyzed, reincarnation was the only one not identified in the interviews. Notably, given that the channel operates within a social media platform, where publicly available data represents its main asset, the co-construction and sharing dimensions, followed by dematerialization and distributed memory, were the most frequently observed. The couple’s preference for a more discreet profile and their intention to let their content stand out rather than their personal presence make these dimensions less immediately perceptible.

The strong presence of co-construction and sharing in our findings aligns with recent studies on travel influencers. For instance, research by Djafarova and Trofimenko (2019) on Instagram micro-celebrities emphasizes that authenticity and regular interaction are key to building credibility and engagement, similar to how travel channel fosters a sense of community through responsive communication. Similarly, our observation that reincarnation was the least evident dimension finds support in Labrecque et al. (2011), who argue that in knowledge-based content niches, personal authenticity and transparency outweigh the benefits of digital persona creation. This contrasts sharply with influencer contexts like gaming, where identity experimentation through avatars is a primary engagement strategy, as observed in earlier studies of virtual worlds (Bessière et al., 2007). What is conceptually unique about the Travel Channel case is the emergence of what we term the “aggregated self”—a digital identity so deeply intertwined with audience feedback and collaborative storytelling that the influencer’s narrative becomes a collective project. This moves beyond mere interaction, suggesting a new form of digital subjectivity in the travel niche where the boundary between the influencer’s self and the community’s expectations becomes blurred.

To further illustrate the co-construction dimension, consider this direct excerpt from an interview: “We really want to go, you know, to break a bit of this stereotype. People keep asking for it. We even say, ‘Oh, I’m going to Africa,’ but Africa is the continent with the most countries, with the most cultural diversity.” (travel channel […], 2021, 44 min 55 s). This quote demonstrates how audience demand directly shapes their travel agenda and narrative focus, reinforcing the idea of an aggregated self.

Similarly, the sharing dimension is evident in the influencers’ reflection on the viral response to their North Korea video: “North Korea was, I think, one of our first videos that really blew up, and that’s when we started getting our first haters…” (travel channel […], 2021, 29 min 43 s). This sharing of controversial content not only generated engagement but also shaped the influencers’ digital identity as fearless explorers.

The analysis revealed that the five dimensions of the Digital Extended Self proposed by Belk (2013) not only structure the influencers’ digital identity but also have direct implications for tourism and travel consumption. In the case of the Travel Channel channel, the co-construction dimension proved to be central, showing that the content is not the result of a unilateral production process but rather a continuous dialog with the audience (

Table 1. The Dimensions (Belk, 2013) identified in the travel channel.

Dimension (Belk, 2013)	Example Transcript (Translated Excerpt)	Interpretation/Evidence
Sharing	“North Korea was one of our first videos that really blew up…”	Sharing generates both approval and criticism, reinforcing belonging and validation.
Co-construction	“We really want to go to Africa… People keep asking for it.”	Audience participation shapes travel decisions, forming an aggregated self.
Dematerialization	“We keep all the raw footage in the cloud.”	The digital replaces the material as memory and identity repository.
Distributed Memory	“We have a video that shows Russia’s outskirts…”	Use of archived content as extended Dimension memory reference.
Reincarnation	—	Not observed; authenticity dominates this niche.

). This interaction leads to destination recommendations, alternative itineraries, and even historical and cultural corrections suggested by followers, elements that enhance the channel’s legitimacy as a source of travel information. This finding reinforces the notion of an “aggregated self” in the digital environment, in which identity and influence emerge through a collective construction between influencers and their community.

The sharing dimension highlights how personal experiences are transformed into public narratives that spark curiosity, validate unconventional destinations, and motivate real travel decisions among followers. Comments on analyzed videos include accounts from viewers who decided to visit certain countries after watching the content, confirming the channel’s power to influence tourist behavior, a phenomenon consistent with findings by Ingrassia et al. (2022) and Jiménez-Castillo and Sánchez-Fernández (2019).

The dematerialization and distributed memory dimensions are evident in the way the influencers use digital technologies to record, store, and share their travel experiences. The replacement of physical records with digital files not only enables a broader global reach but also reinforces the idea of a collective repository of travel memories, continuously updated through audience interaction. These elements demonstrate that the memory of these journeys does not belong solely to the couple but is constantly reinterpreted by the online community.

On the other hand, the reincarnation dimension was scarcely identified, suggesting that the channel’s authentic and realistic nature makes it difficult to adopt digital personas or avatars. This finding indicates that, within the travel influencer niche, credibility is closely tied to transparency and real-life proximity, unlike in other digital segments where the performance of multiple identities is more common.

Overall, the results suggest that the Digital Extended Self in digital tourism is best understood as a relational and collective process that goes beyond a mere individual projection. The case analyzed illustrates how influencers act as cultural and tourism mediators, co-creating meanings of destinations with their audience and shaping contemporary tourism consumption practices.

While the study focuses on travel influencers, the framework may also be applicable to other influencer types. For instance, fashion or beauty influencers may engage more actively with the reincarnation dimension, experimenting with multiple digital personas. In contrast, travel influencers tend to emphasize authenticity, which reinforces trust and audience identification. This authenticity may explain the low occurrence of reincarnation in this case, suggesting that perceived genuineness plays a central role in audience engagement across tourism-related content.

5. Conclusions

This study sought to answer how travel influencers construct their Digital Extended Self through social media interactions. The study of the Extended Self, as evidenced in the literature, has been widely discussed and revisited in the field of consumer behavior. This research applies the theory to a new context, Tourism, where it has not yet been explored. With ongoing technological advancements and the growing prevalence of digital media, the influence and reach of online actors have become increasingly significant across the tourism sector, including hospitality services, destinations, and related industries.

Most marketing initiatives are predominantly implemented through digital platforms, especially social media. Within these environments, influencers are often chosen for their strong communication skills and high levels of engagement. A deeper understanding of the Digital Extended Self and how it is perceived by followers can help brands and companies identify digital influencers whose values align with their own, thereby strengthening value creation and expanding their market reach.

Research of this nature carries meaningful implications, helping influencers and aspiring influencers better understand the dynamics of their virtual communities. Such understanding can guide the development of publishing strategies that maximize content acceptance and audience engagement. Moreover, the influencer environment is inherently complex, as those who achieve high levels of acceptance and visibility within their online communities can exert substantial influence that extends across multiple domains.

Studies on the Digital Extended Self can shed light on how social media shapes individuals’ sense of identity and social interaction. Given the growing relevance of social media in people’s daily lives, it is essential to investigate how influencers, through their online presence, can affect followers’ self-esteem, personal image, and modes of self-expression.

This study advances the literature by applying the concept of the Digital Extended Self (Belk, 2013) to the context of travel influencers, a domain still underexplored within Tourism and Hospitality research. The findings demonstrate that the construction of the Digital Self does not occur in isolation but rather through a collective process co-constructed with the audience, forming what can be described as an “aggregated self.” This perspective broadens the theoretical scope of the Digital Extended Self, shifting it from an individual dimension to a logic of community and digital belonging.

From a methodological standpoint, integrating multiple data sources, including podcast interviews, video analyses, and follower comments, proves both innovative and transferable to other studies on tourism in social media. This approach captures not only the influencers’ intentional narratives but also the spontaneous perceptions of their followers, offering a more comprehensive understanding of digital interaction dynamics.

In practical terms, the results provide valuable insights for destination managers and tourism brands. The finding that criticism and negative interactions can also reinforce engagement suggests that influencers characterized by authenticity and strong community bonds may generate greater impact than those focused solely on quantitative metrics. Furthermore, understanding the dimensions of dematerialization and distributed memory can help companies and destinations design digital strategies that transform travel records into shareable and enduring marketing assets.

From a managerial perspective, understanding the aggregated self opens new opportunities for destination marketing organizations and tourism brands. By engaging with influencers whose identities are co-constructed with their communities, brands can foster more authentic and emotionally resonant campaigns. Encouraging participatory storytelling and co-created content, where followers contribute experiences, testimonials, or user-generated material, can strengthen brand trust and perceived authenticity, both of which are key drivers of digital engagement in tourism communication.

From a practical perspective, destination management organizations (DMOs) and tourism brands can leverage the notion of the aggregated self by collaborating with influencers whose communities actively co-create content. Encouraging participatory storytelling—where audiences share their own travel experiences and reflections, can strengthen perceptions of authenticity and trust. Moreover, recognizing the emotional resilience required to navigate criticism online may help tourism institutions provide appropriate psychological and communicative support to content creators in long-term partnerships.

This study’s primary contribution is conceptual and theoretical. It empirically operationalizes Belk’s (2013) five dimensions within a tourism communication context, demonstrating how the Digital Extended Self can be used as an analytical lens for understanding influencer behavior. Rather than aiming for large sample representativeness, the research offers analytical generalization: it refines theoretical constructs through in-depth interpretation. In doing so, it extends the reach of Belk’s framework to tourism studies and provides a methodological model that can be replicated with other cases or mixed methods in future research.

Although the study focuses on a Brazilian travel channel, the dynamics identified, particularly co-construction and dematerialization, are observable across global influencer cultures. Similar processes can be found in European, North American, and Asian contexts, where authenticity and audience engagement drive influencer credibility. Therefore, while not statistically generalizable, the findings are theoretically applicable to other settings where the Digital Extended Self interacts with tourism narratives.

This study has several limitations that offer pathways for future inquiry. First, the reliance on interviews and self-reported data provided by the influencers, while valuable, may introduce narrative bias. Their accounts in podcast settings are inherently performative, crafted to manage public perception and reinforce their brand identity. Consequently, our analysis might reflect the influencers’ curated narrative rather than the full, unvarnished reality of their self-construction process.

As a limitation, this study acknowledges its reliance on interviews and self-reported data provided by influencers, which may introduce narrative bias. Future research could explore comparisons among different types of influencers (micro, macro, and celebrity) and incorporate quantitative methods to measure the actual scope of their influence on travel decision-making. Longitudinal studies would also be valuable for examining how the Digital Extended Self evolves over the course of content creators’ careers. It is important to note that the analysis of how influencers construct their Extended Self was based on interviews they gave to podcast channels. This raises the possibility that their responses may reflect performative narratives designed to create a desired impression on their audience, rather than accurately representing the real process of self-projection on social media. Therefore, future research should consider using more indirect analytical methods to compare and validate these findings.

Future research could overcome this by employing digital ethnography (Kozinets, 2020) to observe community interactions in a more naturalistic setting, or by using mixed-method approaches that combine content analysis with in-depth, private interviews. Comparing multiple influencer profiles across different tiers (micro, macro, celebrity) and niches (e.g., travel vs. fashion vs. gaming) would help illuminate how platform, audience size, and content type shape the Digital Extended Self. Furthermore, longitudinal studies tracking influencers over several years could reveal how their digital identity evolves in response to career milestones, algorithm changes, and shifting audience expectations. Finally, incorporating quantitative methods, such as surveys measuring followers’ perceptions and travel intentions, could triangulate our qualitative findings and offer a more comprehensive understanding of the influencer’s actual impact on consumer behavior.

In summary, this study demonstrates that the theory of the Digital Extended Self provides a compelling framework for understanding the role of travel influencers in digital tourism, offering theoretical, methodological, and practical insights that can inform both academic research and industry practice.