Despite tourism’s hedonic nature, tourists can continue to experience negative emotions on their trip. To understand how tourists manage the negative emotions generated and experienced while at a destination, this study builds on Gross’ (1998) emotion generation process. Specifically, emotion regulation strategies (suppression vs. reappraisal) are investigated for their efficacy in mitigating the effects of negative emotions on behavioral intention. Online experimental studies using text and video stimuli were first conducted within the context of destination crowding and then replicated via tourist harassment. Results show that emotion regulation strategies differentially alleviated negative word-of-mouth intention. However, depending on the negative emotion experienced, emotion regulation strategies did not always have an impact on revisit intention.