Unveiling Negative Dimensions of Customer-Brand Relationships in Tourism: A Bibliometric Analysis

This chapter delves into the intricate landscape of negative facets and adverse dimensions within consumer-brand relationships in the tourism industry context. The primary focus of this inquiry revolves around the various constructs associated with unfavorable aspects of consumer interactions with tourism brands. The overarching goal is to provide a comprehensive landscape overview, shed light on critical issues, and chart a course for future research endeavors. We systematically identify, locate, evaluate, and analyze relevant literature using bibliometric review methodology. Through a meticulous selection process, we have curated a dataset comprising 80 journal articles published in English for in-depth scrutiny. A thorough literature examination revealed seven thematic clusters encapsulating these negative dimensions and their ensuing ramifications. These thematic clusters encompass service failures and negative experiences, overcrowding and sustainability, complaints and issues, technology and negative impacts, brand reputation and negative aspects, and cultural and heritage tourism challenges. Our findings underscore the pivotal role of service failures and negative experiences as significant contributors to the growing chasm between tourists and tourism brands. This divide often results in the dissemination of unfavorable word-of-mouth communication. Furthermore, service recovery mechanisms and complaint resolution procedures need to be improved.