The Negative Impact of Deviant Imagery on Consumers’ Intentions to Visit a Tourist Destination

Abstract

This research examines deviant tourist behaviors that are posted online. Such behaviors result in value co-destruction as tourists who negatively interact with a service offering reduce value for potential consumers and adversely impact the tourist destination. Viewing imagery of deviant behavior leads to lower intentions to visit the tourist destination, a relationship mediated by perceptions of risk. Further, the motivation for the tourist behavior moderates the relationship between behavior (deviant or non-deviant) and perceptions of risk. This research provides practitioners with effective strategies for mitigating the negative effects of tourists’ deviant behaviors that have been promoted online.

Keywords:

• Tourism
• deviance
• value co-destruction
• online
• motivations