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March 3, 2026International Journal of Hospitality Management1 citations

Escalation of consumer outrage: Unraveling the amplifying conditions driving online vengeance in online travel agencies

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AZAlireza ZolfaghariUniversity of GuelphHCHwansuk Chris ChoiUniversity of GuelphSEStatia ElliotUniversity of Guelph

Key Points

  • Consumer outrage is significantly influenced by social media dynamics, particularly in travel agencies.
  • Outrage levels increased substantially when users perceive service failures as unjust, with a notable correlation to emotional responses.
  • Analysis across multiple online platforms reveals that amplifying conditions often escalate negative consumer sentiments significantly.
  • Findings suggest a critical need for travel agencies to improve customer service and manage online reputations.
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Cite This Study

Zolfaghari et al. (2026) studied this question.

synapsesocial.com/papers/69a75a83c6e9836116a206a6https://doi.org/10.1016/j.ijhm.2026.104582
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