Anger and Contempt Toward Tourist Scams: Relationships with Perceived Deception and Negative Word of Mouth

Abstract

ABSTRACT Tourist scams as a common negative contextual event encountered by tourists have been largely overlooked. This study seeks to create a framework for comprehending the association between perceived deception caused by tourist scams, negative emotional experiences, and unfavorable word of mouth (WOM) based on the cognitive-affective-conative (CAC) model. Drawing on data collected from 414 tourists who had been the victims of tourist scams, this research found that perceived deception caused by tourist scams influences tourists’ negative WOM through tourists’ anger and contempt. Apart from the theoretical contribution, this research also discusses the practical implications for managing tourist scams in the final section.