<p>This research investigates the concept of brand hate and its antecedents within the tourism sector. While previous literature underscores the critical role of negative brand experiences, it has not clearly identified the specific aspects of these experiences that lead to brand hate. This study addresses this gap by analyzing the key drivers of negative experiences in tourist destinations. Through quantitative analysis (<i>N</i> = 438), we identify infrastructure, environmental factors, activities, accessibility, and hospitality as the primary elements that contribute to brand hate among tourists. Importantly, the findings also reveal the mediating effect of negative brand experience in the relationship between these drivers and brand hate.</p>