Heterogeneous responses to boycott on services trade

This paper examines the impacts of 'No Japan' boycott by Korean consumers on service trade amid 2019 Japan – South Korea trade dispute. Our findings reveal that individual consumers were more actively engaged in boycotting travel services, while business travellers did not exhibit a comparable level of participation. Moreover, the target country also responded in a similar manner, though the magnitude of their retaliation was relatively milder.