Romantic Tourists’ Cognitive Dissonance and Willingness to Revisit Asian Hotels

Although romantic tourism is acknowledged as an essential aspect of the tourism industry, it has received little scholarly attention. A better understanding of romantic tourists’ cognitive dissonance and their willingness to recommend the hotel could help hotel management allocate their scarce resources to concentrate their effort on creating tourist satisfaction. This study, therefore, attempts to bridge this important gap in literature by examining romantic tourists’ cognitive dissonance and its impacton their tendency to spread negative word of mouth and its effect on their intention to recommend and revisit. Results of the study show that physical environment, physical goods, staff attitudes and customer expectations are responsible for romantic tourists’ cognitive dissonance and willingness to recommend.