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Abstract
Objective – In the context of the burgeoning vegan tourism market, this study aims to delve into the sustainability dimensions of vegan tourism in the Mediterranean region. It does so by examining the relationships between three key stakeholders: tourists, local business owners, and local communities. The study's unique approach involves analysing how these relationships are reflected in tourist reviews on Tripadvisor, a technology-mediated platform. This analysis reveals the pivotal role of the digital guest experience in shaping perceptions of sustainability.
The study adopted a qualitative approach, known as digital ethnography. The dataset consists of 355 English-language tourist reviews written between 2022 and 2024 for accommodation and food and beverage businesses listed as vegan or vegan-friendly on the Tripadvisor platform in important Mediterranean tourism destinations (Antalya, Crete, Mallorca). The data is analysed using thematic content analysis with NVivo 12 software. The study revealed three main themes, shedding light on the intricate dynamics of vegan tourism in the Mediterranean region and providing significant insights for stakeholders in the tourism industry. Economic interaction: Tourists explicitly praise businesses that state they use local products and imply that they contribute to the local economy, interpreting this as a sign of sustainability and authenticity. Socio-cultural dynamics: While the integration of vegan services into local cuisine is viewed positively, businesses that present veganism as an "imported" concept and have weak interaction with the local community are perceived as creating a "tourist bubble." 3) Environmental Expectations: Tourists expect higher environmental standards from vegan businesses in terms of plastic use, waste management, and carbon footprint, and provide negative feedback when these expectations are not met.
Originality – This study presents a unique approach to vegan tourism, not merely as a dietary preference but as a complex socio-economic phenomenon. The Tripadvisor platform, as a data source, offers a fresh perspective on stakeholder relationships and perceptions of sustainability through guests' digital footprints, sparking new avenues of research and discussion in the field.
