Socio-cultural adaptation in cross-cultural transitions of digital nomads: A self-discrepancy view

Abstract

This research examines the socio-cultural adaptation of digital nomads. Since digital nomads have been defined through travel and mobility lenses, they share similarities with sojourners and traditional tourists. At the same time, they are distinct because of their personal and professional freedom. Consequently, their journeys are fluid, and conventional models struggle to capture the essence of their socio-cultural adaptation comprehensively. Through exploratory interviews, we reveal that digital nomads prioritize socio-cultural adaptation depending on their private and professional goals and the context in which they find themselves. We draw on self-discrepancy theory to scrutinize this observation further in the main study. We examine how self-discrepancy in socio-cultural adaption influences affect-laden attitudes about the destination and subsequent behavioral intention, using a multi-cultural sample of 213 digital nomads who visited Croatia. We demonstrate how differences in cognitive understanding and social interactions lead to differential affect-laden attitudes about destination and behavioral intention.