Deconstructing Backpackers' Identity Projects - The role of experiences for identity construction

Abstract: Thesis Purpose: The aim of this research project was to uncover the meaning of extraordinary experiences for consumers’ identity projects and to understand how extraordinary experiences, rather than brands and possessions, can be used for self-presentation and self-extension. Methodology: Following Van Manen’s method for hermeneutic phenomenological research combined with Derrida’s notion of deconstruction, we examined “lessons learned”-type blog posts of ten backpackers. Theoretical Perspective: Informed by the theoretical lenses of postmodern consumption and Bourdieu’s habitus, this study investigated backpackers’ identity projects, using the analytical tools of hermeneutic phenomenology combined with Derrida’s deconstruction. Findings: The analysis revealed that backpackers engage in an infinite process of deconstructing and (re-)constructing their identity projects, randomly cycling back and forth between the different stages. The deconstruction process is characterized by (1) dispossession of material possessions, (2) living extraordinary experiences, and (3) negotiating the experienced-self. In the (re-)construction process, backpackers acknowledge (1) the role of their experiences, (2) the role of their own self, and (3) the role of the world. Conclusion: The present study makes an important contribution to the existing body of knowledge on consumer identity projects as we suggest that experiences can fulfill self-presentation and self-extension purposes that were traditionally assumed to be fulfilled by brands and possessions. For some consumers, extraordinary experiences may be more meaningful in terms of their self-presentation and self-extension potential than material possessions, especially in an online context. Further, we add to the current understanding of backpacking as a postmodern consumption phenomenon. Practical Implications: The present research project offers suggestions on how extraordinary experiences can be used for marketing strategy as another way for brands to participate in the construction of consumers’ identity projects.