Exploring the role of religious belief and digital marketing on Gen Z tourists' boycott behaviour

Abstract

This study investigates the boycott intentions of Gen Z in Turkey, a demographic characterised by significant political awareness and engagement in social issues. By applying the Theory of Planned Behaviour (TPB), we examined how Gen Z tourists' attitudes towards boycotts, the influence of social norms, and their perceived control over boycott actions interact with their religious beliefs and digital marketing exposures. Hypothesis testing results revealed that attitudes, perceived behavioural control, religious beliefs, and digital marketing interactions significantly influence Gen Z tourists' boycott intentions, while subjective norms do not impact their boycott intentions. These findings offer valuable insights for policymakers, destination managers, and marketers on engaging with Gen Z by emphasising ethical and sustainable practices.