Behind the Hashtags: Exploring Tourists' Motivations in a Social Media-Centred Boycott Campaign

S. Hosseini, A. Siyamiyan Gorji, T. Vo-Thanh and Mustafeed Zaman
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S. Hosseini: Universidad de Málaga [Málaga] = University of Málaga [Málaga]
A. Siyamiyan Gorji: Universidad de Málaga [Málaga] = University of Málaga [Málaga]
T. Vo-Thanh: Excelia Group | La Rochelle Business School
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Drawing on a netnography approach to social media (Instagram and Twitter), our study attempted to reveal the motivations behind potential domestic tourists' engagement in a boycott campaign of certain controversial accommodations on Hormoz Island, Iran. The investigation resulted in the identification of three primary themes: individual level, boycott target-specific level and prosocial-level motivational attributes. Overall, the article provides an improved understanding of tourists' boycotting behaviours on social media. The theoretical and practical significance of the research results are discussed, and several approaches for future research are proposed. \textcopyright 2023 Informa UK Limited, trading as Taylor & Francis Group.

Keywords: Boycott intentions; Hormuz Island; Iran; Netnography; Social media; Tourism boycott (search for similar items in EconPapers)
Date: 2023-05-17
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Published in Tourism Recreation Research, 2023, pp.1-13. ⟨10.1080/02508281.2023.2210010⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04434123

DOI: 10.1080/02508281.2023.2210010

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