Show simple item record

dc.contributor.authorYousaf, Salman
dc.contributor.authorRazzaq, Ali
dc.contributor.authorFan, Xiucheng
dc.description.abstractThis research paper studies the domestic tourism destination boycott of Murree, the most popular tourist spot in Pakistan. Murree, a hill spot in the footsteps of the Himalayan mountain ranges, attracts millions of tourists from all over Pakistan every year due to its natural scenery and easy accessibility. However, weak regulation and unmanageable demand have made the local hospitality industry quixotic, prompting affiliated businesses in Murree to exploit tourists. Subsequently, the #BoycottMurree campaign was launched on social media at the beginning of 2018; this campaign gained quickly momentum, and Murree reported declines in business for the first time during the summer season of 2018. Using a netnographic case study approach of the #BoycottMurree campaign it found that the communication revolved around instrumental boycott motives and non-instrumental boycott motives. Moreover, the tourist ethnocentrism theme naturally emerged from the data, advocating anti-boycott. Overall, the results theoretically inform the literature by extrapolating tourist boycott notions in terms of domestic tourism and pointing out the ways in which domestic tourism boycotts may be different from international tourism boycotts. The results also guide domestic tourism organizations and businesses about the importance of developing competing destinations.en_US
dc.publisherSAGE Publications Ltden_US
dc.relation.ispartofjournalJournal of Vacation Marketingen_US
dc.subject.keywordsSocial Sciencesen_US
dc.subject.keywordsHospitality, Leisure, Sport & Tourismen_US
dc.subject.keywordsBusiness & Economicsen_US
dc.subject.keywordsSocial Sciences - Other Topicsen_US
dc.titleUnderstanding tourists' motivations to launch a boycott on social media: A case study of the #BoycottMurree campaign in Pakistanen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Articlesen_US
dcterms.bibliographicCitationYousaf, S; Razzaq, A; Fan, X, Understanding tourists' motivations to launch a boycott on social media: A case study of the #BoycottMurree campaign in Pakistan, Journal of Vacation Marketing, 2021en_US
gro.hasfulltextNo Full Text
gro.griffith.authorRazzaq, Ali

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record