Post-COVID-19 Sojourn Choices: Exploring the Distribution and Preferences of Chinese Digital Nomads Based on the Lifestyle Migration Theory

Abstract

With the advancement of digital technologies and the gradual waning of the pandemic’s impact, digital nomads have attracted significant attention from academia and industry as an emerging social group. Existing studies regarding the distribution and destination selection preferences of digital nomads remain lacking. This study aims to investigate the distribution patterns and destination selection preferences of Chinese digital nomads, guided by the lifestyle migration theory. Specifically, we address the following research questions: Where do Chinese digital nomads choose to sojourn post-pandemic, and what factors influence their destination preferences? Using a qualitative approach based on grounded theory, we analyze text data from China’s largest video-based social platform to uncover key factors shaping digital nomads’ choices. The findings reveal that Chinese digital nomads consider five key dimensions when selecting a destination: basic living conditions, social environment, work opportunities, travel experience, and local integrated environment. Notably, compared to traditional migrant groups, digital nomads demonstrate stronger online and sharing behaviors in work and social interactions. Additionally, “travel” is identified as a new category. This study makes a theoretical contribution by expanding the application of lifestyle migration theory to digital nomadism, offering new insights into contemporary migration behaviors. It also provides practical guidance for travel destination planning and management to better accommodate the preferences of this emerging group.