One Man’s Trash Is Another Man’s Treasure: Negative Experiences of Tourists with Different Satisfaction Levels

From a postmodernist perspective, tourist experience is a subjective construct related to numerous aspects. Tourists can generate either positive or negative emotions from their experiences, and negative experiences are not exclusive to satisfied tourists. This study analyzes the negative experiences of tourists with different satisfaction levels. Lijiang Old Town was chosen to conduct the case study. A computer-assisted content analysis method was used to identify and analyze the negative experience themes. The attitudes of tourists with different satisfaction levels towards these themes are discussed. The results indicate that people understand the meaning and value of a destination uniquely. The main negative experience themes of Lijiang Old Town include touristy aspects, commercialization, lack of authenticity, and the ease of getting lost. Tourists with different satisfaction levels share these negative comments, while their perceptions and attitudes of each theme are quite different. Tourists have a similar perception of “commercialization” and “lack of authenticity” in Lijiang. Tourists with low satisfaction complain about the experience brought by “touristy” and “easy to get lost”, while highly satisfied tourists appreciate the similar experiences. “One man’s trash is another man’s treasure” is a common phenomenon in the tourism context. This study enhances the personalization attribute of tourist experience. The negative feedbacks of tourists should be dealt with according to the specific situation.