The Impact of Negative Customer-Brand Relationships in Tourism and Hospitality: Key Insights from Existing Research

This study explores the negative dimensions of consumer-brand relationships within tourism and hospitality literature. By focusing on various constructs tied to unfavorable consumer interactions with tourism brands, the study aims to provide a comprehensive overview and highlight key issues. The review identified four thematic clusters encapsulating these negative dimensions and their implications, which could significantly influence and guide future research in this area, potentially leading to significant advancements in the field and inspiring new avenues of exploration.