On Scarcity and Tourism: Theoretical Perspectives and Implications

Scarcity is a universal phenomenon shaping human behaviour across multiple life domains. Yet, the tourism literature has not developed a coherent theorisation of scarcity. Drawing on interdisciplinary research from marketing and psychology, this article advances conceptual understanding of scarcity in tourism by integrating dominant perspectives on supply-driven scarcity, demand-driven scarcity, and resource scarcity. The paper identifies key gaps and proposes a future research agenda focussed on integrating resource-scarcity perspectives, examining the dynamics of both supply-driven and demand-driven scarcity, and unpacking the interplay between different forms of scarcity. Additional research avenues include investigating the interaction between situational and chronic scarcity, and embedding scarcity more explicitly within grand tourist decision-making models. Our article aims to guide and stimulate further theoretical development and empirical inquiry into how scarcity shapes tourists’ behaviours and responses.