A dynamic and comprehensive analysis of the trajectories of destination brand hate following a negative experience

Zeineb Farhat and Damien Chaney
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Zeineb Farhat: ISC Paris - Institut Supérieur du Commerce de Paris
Damien Chaney: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: This paper explores how destination brand hate develops over time after a negative experience. Drawing on the trajectory method, participants were asked to graphically trace the course of their negative feelings toward destinations and to discuss the drivers and consequences of those feelings. This study identifies four types of trajectories of brand hate: "revenge for destination's complete failure," "avoidance due to environmental discontent," "forgiveness beyond control," and "resilient destination devotion." These four types of trajectories differ in the factors that lead to hate, in the duration of feelings of hate over time as well as in the consequences of hate.

Keywords: Brand hate; Trajectories; Emotions; Destination brand; Experience; Revenge; Avoidance; Forgiveness; Projective technique (search for similar items in EconPapers)
Date: 2024-02-07
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Published in Journal of Travel and Tourism Marketing, 2024, 41 (2), pp.208-220. ⟨10.1080/10548408.2024.2309543⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04678441

DOI: 10.1080/10548408.2024.2309543

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