Negative service encounters at borders: Unraveling the impact of cross-border tourism attributes on dissatisfaction, and future behavioral intention

Using the service encounter model and stimulus–organism–response (SOR) theory, this study examines the influence of border and destination attributes across the tourist journey that lead to a psychological state of dissatisfaction and, subsequently, impacts on future behavioral intentions. Based on a survey of 329 Kazakhstani tourists returning from Uzbekistan, the study employs structural equation modeling (SEM) to test a conceptual framework of direct and indirect effects. The results show that border infrastructure, border visitor management, and tourism infrastructure significantly increase dissatisfaction with travel experience, while service quality has no such effect. Furthermore, the results also show that dissatisfaction significantly decreases revisit intention and increases avoidance behavior and negative word-of-mouth (WOM), with avoidance exhibiting the most substantial effect. This article extends the existing literature by providing empirical evidence from the Central Asian context. It highlights the important, albeit under-researched role of the psychological state of dissatisfaction through which cross-border encounters shape tourist behavior. The findings offer valuable insights for policymakers and tourism operators aiming to enhance cross-border tourism experiences.