Rethinking mass tourism

Mass tourism is a concept that has been used for decades in academic and public travel discussions, and thus it serves a purpose. Mass tourism is often used to refer to the early phases of air-based mass tourism since the 1960s, concerning the remarkable growth in tourist numbers, democratization of tourism, standardization of products and societal transformations. The thesis contributes a conceptualization of mass tourism by addressing the academic discourses of mass tourism and discursive practices of professional social groups.