University of Oulu

Siamak Seyfi, Raymond Rastegar, Salar Kuhzady, C. Michael Hall, Jarkko Saarinen, Whose justice? Social (in)justice in tourism boycotts, Annals of Tourism Research Empirical Insights, Volume 4, Issue 2, 2023, 100103, ISSN 2666-9579,

Whose justice? : social (in)justice in tourism boycotts

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Author: Seyfi, Siamak1,2; Rastegar, Raymond2,3; Kuhzady, Salar4;
Organizations: 1Geography Research Unit, University of Oulu, Finland
2Centre for Research and Innovation in Tourism (CRiT), Taylor's University, Malaysia
3Business School, The University of Queensland, Brisbane, QLD, Australia
4Department of Tourism, University of Kurdistan, Sanandaj, Iran
5School of Business and Economics, Linnaeus University, Kalmar, Sweden
6School of Tourism & Hospitality, University of Johannesburg, Johannesburg, South Africa
7College of Hospitality and Tourism Management, Kyung Hee University, Seoul, Republic of Korea
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Elsevier, 2023
Publish Date: 2023-09-18


Boycotting has long been acclaimed as an exemplary nonviolent tactic utilized in the pursuit of social justice. Guided by justice and political consumerism literature and using critical media discourse analysis, this study sought to investigate the portrayal of social justice in tourists’ discourses surrounding travel boycott campaigns against Myanmar. While online narratives exhibit genuine concern for justice and morality, this research elucidates variations in the expression and application of justice, thereby emphasizing the intricate moral decision-making faced by tourists. Overall, this paper illustrates how social justice discourses may be usurped by tourists as a means to blunt justice narratives, calling for a new ’moral turn’ in research that is more sensitive yet critical towards social justice in politicized tourism consumption.

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Series: Annals of tourism research empirical insights
ISSN: 2666-9579
ISSN-E: 2666-9579
ISSN-L: 2666-9579
Volume: 4
Issue: 2
Article number: 100103
DOI: 10.1016/j.annale.2023.100103
Type of Publication: A1 Journal article – refereed
Field of Science: 519 Social and economic geography
Copyright information: © 2023 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (