This research employs an exploratory sequential mixed-methods design in three successive studies to investigate why tourists avoid certain destinations. Initially, a qualitative approach (Study 1) using phenomenology was adopted through semistructured interviews. Preliminary results identify that the destination avoidance phenomenon is pertinent to seven themes: poor tourism product, poor image and safety, lack of authenticity and novelty, high cost, poor accessibility, poor host community, and adverse situations. Subsequently, a quantitative approach (Studies 2 and 3) using a survey method was employed to develop a destination avoidance scale, which quantifies findings from Study 1. After undergoing a rigorous scale development process, a 14-item multidimensional scale to measure destination avoidance is developed. The contribution of this research lies in clarifying rationales behind why tourists reject specific destinations, and in developing a multidimensional scale, thereby enriching the literature on destination avoidance. It also informs destination operators with potential strategies to effectively address issues of destination avoidance.

中文翻译：

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目的地回避和规模发展：混合方法


本研究在三项连续研究中采用了探索性顺序混合方法设计，以调查游客避开某些目的地的原因。最初，通过半结构化访谈采用了使用现象学的定性方法（研究 1）。初步结果表明，目的地回避现象与七个主题有关：旅游产品差、形象和安全性差、缺乏真实性和新颖性、成本高、可达性差、接待社区差和不利情况。随后，采用调查方法的定量方法（研究 2 和 3）开发了目的地回避量表，该量表量化了研究 1 的结果。经过严格的量表开发过程后，我们制定了一个包含 14 项的多维量表来衡量目的地回避量表。发达。这项研究的贡献在于阐明了游客拒绝特定目的地背后的理由，并开发了多维尺度，从而丰富了关于目的地回避的文献。它还为目的地运营商提供有效解决目的地回避问题的潜在策略。