Empirical Investigation of Destination Brand Hate and Consequences: The Moderating Role of Government Initiatives

Abstract

The current study aims to explore the antecedents and consequent behavioral outcomes of destination brand hate. The study explores the roles of emotional indifference, destination insecurity, and the negation of intimacy as antecedents of brand hate. Negative word of mouth and anti-destination activism are the behavioral outcomes of brand hate. The study also identifies the moderating role of government initiatives in the relationship between destination brand hate, negative word of mouth, and anti-destination activism. The study is based on a thorough review of the existing literature to develop the study framework and the study's hypothesis.  The study is empirical in nature and used a structured questionnaire to collect the data from respondents. The data is collected from a famous tourist destination in the country. The study collected 509 valid responses from tourists. The data is analyzed using SmartPLS 4.0. The software is best known for its ability to run complex relationships and process simultaneous regression analysis. To process the data, the author uses SmartPLS-based SEM analysis to estimate the study's measurement and structural models. Furthermore, the moderation relationship results are estimated using the path analysis interface in SmartPLS.  Lastly, the results of the study are discussed in detail using the prior body of literature and appropriate references. The study provides implications, further subcategorized as the theoretical and practical implications. The study makes suggestions to practitioners for altering the course of policy and government investment. Lastly, the study discusses the limitations and future directions.