Tourist Boycott Decision‐Making—Why Do It (Or Not)? Understanding and Responding to Tourism Boycotts

ABSTRACT Tourism boycotts are increasingly prevalent, with tourists deterred to travel to certain destinations, negatively impacting the destination in the immediate and longer term. This study consolidates factors shown to trigger boycott decision‐making, illustrating the multiple motives that prompt the likelihood of destination or tourism product boycott. Through understanding the complex decision‐making process of traveler boycott animosity, motives, shifting attitudes and behavioral intentions, tourism destination authorities can better form appropriate and timely policy and communication intervention strategy to reestablish traveler confidence and repair reputational damage. Boycott motives are viewed through the lens of the awareness‐egregiousness‐boycott (AEB) model, with implications and future research priorities on understanding and reacting to tourism boycott behavior discussed.