LAUSR

Abstract This research examines the impact of Chinese tourists' level of entitlement (i.e., a belief they deserve more than others) on their responses to testimonials for a missed benefit. Missed benefits are destination activities which are no longer available (e.g., an annual festival). Two experiments compare how Chinese tourists react to a testimonial for a missed benefit from a satisfied tourist (vs. a local citizen). Results show that entitled tourists dislike testimonials from tourists. Non-entitled tourists have a similar preference for either endorser. The results provide important theoretical implications. First, the research introduces a new area of study to tourism researchers: missed benefits. Second, the results show how tourist entitlement negatively influences testimonial responses. Third, the malicious envy entitled tourists feel towards the tourists in the testimonial drives their negative responses. Managerial implications include showing destination marketers that Chinese tourists can have an entitled mindset. This mindset can result in envy felt toward other tourists which can explain their negative responses to marketing messages about destination activities.