Abstract
Destinations have faced boycotts for engaging in behaviour perceived by people to be unacceptable. People observe boycotts as a means to construct an ethical life through their travel purchase decisions. Despite the impacts of boycotts, few studies have been undertaken to understand destination boycotts, particularly the people who participate in boycotts. Framed in ecofeminist theory, this paper presents an analysis of Twitter users who have participated in destination boycott calls focused on China, South Africa, and Spain related to concerns about the welfare of animals. The profiles of 3493 Twitter users who participated in tourism boycott calls were analysed using content analysis. Twitter users' profile descriptors align with the characteristics personified in ecofeminist philosophy. Thus, the findings suggest that ecofeminism can be a useful lens through which to understand activism triggered by values embodied in feminism striving towards justice in a tourism context. The findings indicate that the ecofeminist framework is applicable both as a theoretical and practical lens that aids understanding of the kinship between humans, animals, and the environment. The philosophy inherent in ecofeminism provides a strong argument that it is a political enterprise that seeks to empower human and non-human animals to address and change unacceptable practices/policies.