Ethical Veganism as the Future of Tourist Consumption

This study examines how activism of ethical veganism, expressed through online advocacy, shapes tourist experiences, particularly in emerging destinations. Using the signals perspective, this study anticipates future vegan food consumption trends in tourism. A longitudinal narrative analysis of Instagram posts, from 16 activist and three Indonesian vegan food accounts, reveals a shift from hedonistic to well-being focused tourism. The study proposes “new-age veganism,” where vegan food experiences of tourists facilitate personal growth and mindful travel. This highlights ethical veganism’s potential to enhance on-site tourist experiences in destinations where vegan food has been traditionally popular, such as Indonesia. The study showcases ethical veganism as an emerging trend in global tourism which can represent a viable strategy for more sustainable destination management and marketing.