This research, aims at understanding consumers' negative emotions induced from service failure, analyzes Taiwanese consumers' qualitative narratives on their negative experiences with tourism agencies. Fourteen complaint narratives from customers are collected and Subjective Sequential Incidents Technique (SSIT) is employed to analysis these stories. The authors argue that SSIT analysis proves to be useful in finding out the service failures that travel agencies fail to notice and superior to the traditional CIT. Furthermore, by using SSIT, this research presents a conceptual framework which classifies five particular types of service failures, i.e., comprise cause affairs, recessive, the appropriate response, dramaturgy, and admonishment.