Introducing destination brand hate: an exploratory study

Brand hate is a relatively new concept in the literature that aids understanding of the intense negative feelings of consumers toward brands. While research has applied this concept to product brand contexts, it has received little attention in the tourism sector.

Thus, the purpose of this study is to conceptualize the notion of destination brand hate. Through a qualitative study with 20 semi-structured interviews, we propose a definition of destination brand hate and identify three sets of antecedents (experience-related, individual-related, and destination-related antecedents) and two sets of consequences (behavioural and cognitive consequences).

This study contributes to the literature on the relationships between tourists and places by demonstrating that these relationships can also be based on the most extreme negative emotion – hate.

The research of Damien Chaney.

Author(s)

The digital era accelerated as consumer activities such as booking travel moved online thanks to smartphones, mobile apps, virtual and extended reality, and other emerging technologies. The marketplace is now a bridged environment, with tech-savvy consumers regularly crossing back and forth between physical places and digital spaces. This evolution hasn’t just delivered business customers more […]

This special issue seeks to expand the research conducted to date, and approach the relationship between design thinking and well-being through a broad lens-focusing on food consumption activities. This special issue builds on the recent literature on food consumption and consumer well-being (Addis and Holbrook, 2019; Batat, 2019; Batat et al., 2019; Block et al. […]