Several birds with one stone: motivations, constraints and negotiation for regenerative tourism consumption

Due to the importance of consumers’ perspective for the success of regenerative tourism, the present study aims to identify motivations, constraints and constraint negotiation processes for consumption of regenerative tourism offerings. A qualitative study with exploratory purposes was conducted, comprising laddering interviews with tourism enthusiasts, Mexican millennials. The results show a diversity of pro-social and self-interested motivations associated with this type of tourism, such as a desire for social justice, adventure, gratification and self-development, expectantly accomplished through the destinations’ purposefulness and novelty. Likewise, individualism, lack of interest and reluctance to change were identified as important constraints, along with constraint negotiation processes that seem to involve the trendiness of the activity and a search for prestige as motivations. Overall, this study indicates that motivations, constraints and constraint negotiation processes for regenerative tourism are distinct from those relating to other archetypes, requiring further investigation to harness the potential of this promising tourism model.