Navigating negative events: the role of online destination brand experience in tourists' travel decisions

Abstract

Purpose

This study addresses tourists' post-consumption perspectives on the impact of online destination experiences and animosity on travel decisions. Developing a framework based on the stimulus-organism-response (SOR) theory, we examine the previously unexplored relationship between post-negative events, online destination brand experience (ODBE), tourists' animosity and destination boycott intentions within the domestic tourism context.

Design/methodology/approach

Data from 355 actively engaged domestic travelers in Pakistan who follow destination social media pages (i.e. Instagram and Facebook) was analyzed using structural equation modeling.

Findings

The findings reveal that post-negative events ODBE significantly stimulate tourists' animosity, which in turn drives destination boycott intentions. The ODBE indirectly affects boycott intentions through animosity, acting as a partial mediator. The analysis highlights the significance of the users' prior experience levels (novice vs experienced). Multigroup analysis shows that novice visitors are more sensitive to negative online experiences, resulting in stronger animosity than experienced visitors. Animosity significantly drives boycott intentions, particularly among experienced visitors.

Originality/value

This study’s novelty lies in its comprehensive examination of post-negative events, focusing on how the ODBE influences tourists' negative emotions and boycott intentions. These findings offer valuable insights for tourism researchers and destination marketers, underscoring the importance of optimizing post-service failure ODBE strategies for brand repair, online reputation management, digital marketing innovation and customized service recovery to mitigate the impact of negative events.

Citation

Shah, A.M., Qayyum, A., Shah, M., Jamil, R.A. and Lee, K. (2024), "Navigating negative events: the role of online destination brand experience in tourists' travel decisions", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-03-2024-0348