Utilizing attribution theory to develop new insights into tourism experiences

This paper investigated the tourist cognitions and the link between tourist attributions and both positive and negative tourist experiences. A mixed method research design was utilized: a qualitative approach used the critical incident technique to identify and describe tourists best and worst tourist experiences and then used a quantitative format to survey data on attribution theory, tourist characteristics and severity of the negative tourist experience. The results showed a strong self-protective attribution bias that was not related to tourist gender, cultural background or severity of the negative tourist incidents. Implications of these findings were discussed with some applied theoretical recommendations provided in an attempt to decrease the impact of negative word of mouth commentaries and future avoidance behaviours to destinations associated with negative tourist experiences.