1. Purdue Tourism & Hospitality
Research Center
ACCOUNTING FOR
TOURIST NEGATIVE
EXPERIENCE
– A CONCEPTUAL MODEL
Suh-hee Choi and Liping A. Cai
Purdue Tourism and Hospitality Research Center
http://www.purdue.edu/tourism/

2. Purdue Tourism & Hospitality
Research Center
Background
Complex nature of tourism experience
Service failure always happens
Tourists’ efforts to mitigating negative experience

3. Purdue Tourism & Hospitality
Research Center
Purpose and Objectives
Conceptualizing tourists’ psychological reactions to a
negative experience
Examining key
concepts
Identifying the
relationships among the
concepts

4. Purdue Tourism & Hospitality
Research Center
Related Theories
Self-enhancement theory and self-serving bias
Justice theory

5. Purdue Tourism & Hospitality
Research Center
Attribution Theory in Tourism
Attribution theory
Adopted to understand consumer behavior
Partly used in tourism research

6. Purdue Tourism & Hospitality
Research Center
Proposed Model
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality

7. Purdue Tourism & Hospitality
Research Center
Satisfaction
Negative
experience
(-)

8. Purdue Tourism & Hospitality
Research Center
Satisfaction
Negative
experience

9. Purdue Tourism & Hospitality
Research Center
Satisfaction
Loyalty
Negative
experience

10. Purdue Tourism & Hospitality
Research Center
Satisfaction
Loyalty
Negative
experience

11. Purdue Tourism & Hospitality
Research Center
Loyalty as a Moderator
Satisfaction
Loyalty
Negative
experience

12. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality
P1a : Higher level of destination loyalty leads tourists to attribute more
to internal factors after a negative experience.
P1a

13. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality
P2a
P 2a : Tourists are more satisfied with overall destination experiences if
they attribute the negative experience more to internal factors.

14. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality
P1b
P1b : Higher level of destination loyalty leads tourists to attribute more
to unstable factors after a negative experience.

15. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality
P2b : Tourists are more satisfied with overall destination experiences if
they attribute the negative experience more to unstable factors.
P2b

16. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
GlobalityP1c
P 1c Higher level of destination loyalty leads tourists to attribute more
to specific factors after a negative experience.

17. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality
P2c : Tourists are more satisfied with overall destination experiences if
they attribute the negative experience more to specific factors.
P2c

18. Purdue Tourism & Hospitality
Research Center
Causal
Attribution
Satisfaction
Loyalty
Negative
experience
Locus
Stability
Globality
Conclusion

19. Purdue Tourism & Hospitality
Research Center
Negative experience-based scrutiny
The moderating effect of loyalty
Attribution theory as a foundation to understand
how tourists deal with negative experiences
Conclusion

20. Purdue Tourism & Hospitality
Research Center
Thank you.