Research note: Conceptualizing destination repulsion

Despite the importance of understanding the different aspects of tourists’ preferences and decisions, the study of repulsion in the tourism literature is scant. This research note conceptualizes tourist repulsion and situates it within tourists’ decision-making processes. Destination repulsion is conceptualized based on related literature. The distinction between repulsion and other negative emotions, such as animosity and fear, is delineated by drawing on the food, consumer animosity, and brand management streams of research. Using a systematic qualitative method to review the related tourism literature, tourist repulsion is conceptualized as a mediator between animosity and destination avoidance. Furthermore, while animosity is conceptualized to be associated with both destination repulsion and destination avoidance, destination repulsion is conceptualized as only related to destination avoidance. Gaps are identified in the literature, most notably that previous research focused on consumer repulsion with food products. Still, few studies focus on non-food products in general and services in particular. The paper concludes with suggestions for future research. Using social listening tools to monitor commentary about the brand and active engagement with it may assist DMOs in mitigating short-term effects.