Understanding drivers and barriers affecting tourists’ engagement in digitally mediated pro-sustainability boycotts

Despite the growing body of research on consumer activism, little is understood about tourists’ digitally mediated boycott consumption behaviours in relation to pro-sustainability concerns. Drawing upon grounded political consumerism and sustainability behaviour through a constructivist theory lens via series semi-structured interviews, this study set out fill gap. Two main themes emerged from analysis interviews: drivers participation (including self-enhancement, perceived egregiousness, creating change, awareness personal proximity cause) barriers (which include counterarguments, ineffectiveness free-riding). The findings elucidate vital role activism contemporary ethical tourism discourses reveal that different digital media technologies act as both information sources mediators decision-making when it comes targeting unethical practices. Furthermore, contrast how boycotts are traditionally viewed, results suggest sustainability-related boycotting occurs process-based continuous practice instead one-time participation. Overall, provides deeper understanding behavior age offers implications for destinations businesses subjected targets upstream social marketing. As result article significant avenues further research.