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

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

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. Note that for the sake of clarity, we have reported a limited number of trajectories in the figures.