SHARING OR SILENCE? THE INFLUENCE MECHANISM OF TOURISTS’PERCEIVED NEGATIVE DISCONFIRMATION ON ONLINE SHARING BEHAVIORAL INTENTION
YU Yi-feng1,2, LI Zi-ling1,2, WENG Li-sheng1,2, MA Xiao-long3
1. School of Tourism, Hubei University, Wuhan 430062, China; 2. Hubei Provincial Research Institute of Digital Culture and Tourism, Wuhan 430062, China; 3. School of Tourism and Service, Nankai University, Tianjin 300350, China
Abstract：The rapid proliferation of social media has significantly amplified the influence of tourists' online sharing behaviors on destination reputations and consumer decision-making processes. IGrounded in the theoretical frameworks of Expectancy Disconfirmation Theory and the Cognitive Appraisal Theory of Emotion, this study systematically examines the causal pathways through which tourists' perceived negative disconfirmation shapes their intentions to share experiences online. Empirical findings reveal that when tourists' actual experiences fall short of their pre-travel expectations, the resultant perception of negative disconfirmation consistently triggers adverse emotional states, such as frustration and disappointment. The study shows that experienced tourists tend to exhibit lower levels of negative emotional reactions when faced with negative discrepancies compared to less experienced tourists. This finding not only enriches the application of Expectancy Disconfirmation Theory in tourism but also reveals the underlying mechanisms of tourists' intentions to engage in online sharing behavior.
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