How do destination negative events trigger tourists’ perceived betrayal and boycott? The moderating role of relationship quality

Abstract

This study presented and tested a conceptual model that examined how a negative event at a tourism destination influenced perceived betrayal and boycott among tourists. A mixed method approach with three studies was adopted to verify the proposed hypotheses. In Study 1, using Weibo microblogging platform data, we evaluated the impacts of a negative event on tourists' perception of betrayal and intentions to participate in a tourism boycott. In Study 2, an experimental study was conducted to investigate the relationships among the negative event, perceptions of betrayal, and propensity for a tourism boycott. In Study 3, an additional experimental study revealed that relationship quality would moderate the influences of negative events on perceptions of betrayal and intention to join a boycott. The findings of this study offer theoretical and managerial implications for destination management organizations’ responses to negative events.