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The tourism sector is increasingly moving towards equality, diversity, and inclusion, yet a systematic issue within the sector that largely hinders and excludes non-conforming, alternative bodies. Using a netnographic research approach framed by a poststructuralist perspective, this paper explores the body positive travel and leisure experiences of TikTok con-tent creators, critically engaging with the narratives and discourses in circulation. The analysis of 200 TikTok videos and 977 comments reveals a multifaceted landscape of structural challenges, community support, and societal perceptions surrounding plus-size travel. The digital sharing of plus-size travel and leisure experiences is crucial in challenging traditional and homogeneous structures of what it means to be “a tourist”, disrupting scripted tourism and leisure narratives, and deconstructing normative embodiments of travel experiences. This paper provides a deeper understanding of how inequalities hinder the inclusion of alter-native, non-conforming groups in travel, as represented in online dis-courses. It also offers empirical insights on advancing inclusivity in tourism and establishes a foundation for implementing changes that foster more equitable tourism experiences.

The COVID-19 pandemic has brought sweeping changes to global tourism alongside large-scale travel restrictions, posing complex challenges to entrepreneurs and firms seeking to find their footing in a turbulent climate. This study presents a theoretical framework linking uncertainty, capital, and innovation to analyse how bed-and-breakfast small and medium-sized enterprises have innovatively responded to unprecedented obstacles during COVID-19 recovery. Three-stage longitudinal interviews were conducted with more than 30 entrepreneurs between April and November 2020 to unpack their ongoing responses to the pandemic. The recovery process was found to be non-linear due to the shifting nature of sources of uncertainty and changes in entrepreneurs' capital. These alterations shaped interviewees’ responses, especially in terms of product and marketing innovations, which ultimately generated new uncertainty.