This research paper studies the domestic tourism destination boycott of Murree, the most popular tourist spot in Pakistan. Murree, a hill spot in the footsteps of the Himalayan mountain ranges, attracts millions of tourists from all over Pakistan every year due to its natural scenery and easy accessibility. However, weak regulation and unmanageable demand have made the local hospitality industry quixotic, prompting affiliated businesses in Murree to exploit tourists. Subsequently, the #BoycottMurree campaign was launched on social media at the beginning of 2018; this campaign gained quickly momentum, and Murree reported declines in business for the first time during the summer season of 2018. Using a netnographic case study approach of the #BoycottMurree campaign it found that the communication revolved around instrumental boycott motives and non-instrumental boycott motives. Moreover, the tourist ethnocentrism theme naturally emerged from the data, advocating anti-boycott. Overall, the results theoretically inform the literature by extrapolating tourist boycott notions in terms of domestic tourism and pointing out the ways in which domestic tourism boycotts may be different from international tourism boycotts. The results also guide domestic tourism organizations and businesses about the importance of developing competing destinations.

这篇研究论文研究了巴基斯坦最受欢迎的旅游胜地默里的国内旅游目的地抵制。穆里（Murree）是喜马拉雅山脉脚下的丘陵地带，由于其自​​然风光和便利的交通，每年吸引了来自巴基斯坦各地的数百万游客。但是，监管不力和需求难以控制，使当地的酒店业变得古怪，促使穆里的附属企业剥削游客。随后，于2018年初在社交媒体上发起了#BoycottMurree运动; 此活动迅速发展，Murree报道其业务在2018年夏季首次下滑。使用#BoycottMurree活动的民族志案例研究方法，它发现交流围绕工具性抵制动机和非工具性抵制动机展开。此外，旅游民族中心主义主题自然地从数据中浮现出来，提倡反抵制。总体而言，从理论上讲，该结果通过在国内旅游方面外推游客抵制概念并指出国内旅游抵制可能不同于国际旅游抵制的方式为文献提供了参考。研究结果还指导国内旅游组织和企业发展竞争性目的地的重要性。从理论上讲，该结果通过在国内旅游方面外推游客抵制概念并指出国内旅游抵制可能不同于国际旅游抵制的方式为文献提供了依据。研究结果还指导国内旅游组织和企业发展竞争性目的地的重要性。从理论上讲，该结果通过在国内旅游方面外推游客抵制概念并指出国内旅游抵制可能不同于国际旅游抵制的方式为文献提供了依据。研究结果还指导国内旅游组织和企业发展竞争性目的地的重要性。