20.500.12556/DKUM-99034 Understanding anticonsumption in tourism services a qualitative study of young Slovenian travelers This research aims to explore how anticonsumption manifests in tourism, specifically among young Slovenian consumers. It addresses a gap in the literature, which often focuses on promoting sustainable products while overlooking the reasons behind anticonsumption in the tourism and service sectors (Garima et al., 2024). The study highlights the disparity between sustainable attitudes and actual vacation behaviours (Nikolić et al., 2021). Using a qualitative approach, the methodology includes conducting a focus group with young adults to identify motivations for and against anticonsumption in tourism (Liu-Lastres et al., 2025). The research will also examine psychological mechanisms like moral disengagement (Pizzetti et al., 2024) and guilt (Mkono & Hughes, 2020), as well as cultural factors relevant to Slovenia (Krsnik & Erjavec, 2024). The collected data will undergo content analysis and coding to provide deeper insights. Expected findings include key motives influencing anticonsumption behaviour and why sustainable practices often fall short in vacation settings. This research aims to clarify how participants rationalize their decisions. The findings will help marketing professionals develop credible, sustainable strategies and adapt offerings that promote responsible vacation behaviours. anticonsumption tourism moral disengagement guilt cultural factors true false true Angleški jezik Angleški jezik Znanstveno delo 2026-07-27 13:22:44 2026-07-27 13:22:45 2026-07-28 03:08:38 0000-00-00 00:00:00 2026 0 0 Str. 1079-1114 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2026-07-04 338.48:339.138 283282435 286120195 10.18690/um.epf.7.2026.56 https://press.um.si/index.php/ump/sl/catalog/book/1126/chapter/1341 1 7ec7e25d-89ad-11f1-872e-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=208657 RAZ_Rakusa_Nika_2026.pdf RAZ_Rakusa_Nika_2026.pdf 1 9AAE0DC1CAC2C1D23AAC85863B2207A9 07130fe856a5dc5598e6848085c469cfd05c60ba9863c4124b2f55468f12525e 95042882-89ad-11f1-872e-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=208658 Ekonomsko-poslovna fakulteta 0 0 0