Destination avoidance and scale development: A mixed-methods approach

Abstract

This research employs an exploratory sequential mixed-methods design in three successive studies to investigate why tourists avoid certain destinations. Initially, a qualitative approach (Study 1) using phenomenology was adopted through semistructured interviews. Preliminary results identify that the destination avoidance phenomenon is pertinent to seven themes: poor tourism product, poor image and safety, lack of authenticity and novelty, high cost, poor accessibility, poor host community, and adverse situations. Subsequently, a quantitative approach (Studies 2 and 3) using a survey method was employed to develop a destination avoidance scale, which quantifies findings from Study 1. After undergoing a rigorous scale development process, a 14-item multidimensional scale to measure destination avoidance is developed. The contribution of this research lies in clarifying rationales behind why tourists reject specific destinations, and in developing a multidimensional scale, thereby enriching the literature on destination avoidance. It also informs destination operators with potential strategies to effectively address issues of destination avoidance.