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.

摘要

这项研究调查了在线发布的异常旅游行为。这种行为会导致价值共毁，因为与提供的服务产生负面互动的游客会降低潜在消费者的价值并对旅游目的地产生不利影响。查看越轨行为的图像会导致访问旅游目的地的意愿降低，这是一种由风险感知介导的关系。此外，旅游行为的动机调节了行为（越轨或非越轨）与风险感知之间的关系。这项研究为从业者提供了有效的策略，以减轻在线宣传的游客越轨行为的负面影响。