Sustainable Vegan Tourism In The Mediterranean: Analysis of Stakeholder Relationships Through Tourıst Revıews on TripAdvisor

In the context of the burgeoning vegan tourism market, this study aims to delve into the sustainability 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 employed a qualitative approach, specifically digital ethnography. The dataset comprises 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 key 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. The results of the findings are economic interaction, Socio-cultural dynamics, and environmental expectations. 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.