Effects of tourists' locus of attributions on tourists' online reviews Online publication date: Mon, 04-Jul-2022
by Mahmoud Ibraheam Saleh
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 3, 2022
Abstract: Tourists' online reviews of tourism destination brands are crucial indicators of tourists' (re)visit intention and attachment to tourism destinations. Numerous studies have considered the impact of tourists' experiences on tourists' online reviews. However, no prior research has explored how events' outcomes attributions to internal versus external causes influence tourists to positively versus negatively review tourism events. This study adopts locus of control theory to address this issue, which studies how individuals determine the responsibility of events outcomes. The study relies on semi-structured interviews with travellers from different countries. The results reveal that ascribing positive experiences to external causes stimulates tourists to positively review tourism events more than attributing these positive events to internal reasons. Moreover, attributing negative experiences to internal causes eliminates tourism events' negative reviews more than attributing these adverse events to external causes. Theoretical and managerial implications are discussed.
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