Climate Change Social Movements in a Tourism Context

Abstract: After the latest IPCC (Intergovernmental Panel on Climate Change) report in 2018 there has been an increased concern in society on the identified climate impact of flying. This has resulted in a rise of grassroots social movements that attempt to find alternative, more environmentally friendly means of travel. This research has more closely examined two of these social movements within the tourism context. The study examines the goals, motives and ideas behind social movements within the travel sphere in an attempt to find out how these social movements aim to influence individuals, decision- and policy-makers and how they try to mobilise people within this domain. Further, their practices are also examined to find out what they see as best practices for public participation. Public participation has become an integral part of governance and involving the overall public in decision-making is seen vital. At times participation by the public surface as social movements, which traditionally arise with social change in mind. The thesis aims to provide insight to the social movements’ activities through qualitative interviews with founding members of a movement, netnography analysis of the Facebook groups and participant observation from events inspired by the group. The findings show that the positive connotation of the groups and the extensive information sharing has shed a light on alternative, climate friendly travel options.