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What is the emotional impact that destinations have on their tourists? We offer a psycholinguistic view of tourists’ emotional experiences, by applying a methodology that objectively reveals how destinations move tourists emotionally. Deconstructing tourists’ perceptual process, our study extracts affective reactions from destination experiences and investigates their impact on tourists’ interpretation as expressed in large samples of Web 2.0 blogs. We apply Corpus Linguistics to measure the content and weight of eight basic emotions contained in those reactions and how they influence tourists’ meaning-making in 10 destination countries. The findings first uncover these affective reactions, and secondly, how combinations of positive and negative emotions help construct meaning-making. The emotions of Anticipation and Trust are revealed as the fundamental drivers of tourism. The study contributes theoretically and empirically to emotion research as well as a new methodology to measure experiences. The results impact destination image, experience, motivation, and satisfaction research.

With the advent of Web 2.0, tourists are increasingly documenting their stories/reviews online. This online process of story-telling helps them enhance their experiences. The study demonstrates how tourists’ informal participation on Web 2.0 can contribute to tourism research. We discuss the nature of tourists’ participation on Web 2.0 according to the principles of participatory research. This further helps demonstrate how online data are produced and what characterizes it. Corpus Linguistics (CL) is then applied to extract hidden meanings in data sets in both exploratory studies as well as to test theory. Using this novel approach, we study tourists’ experiences in New Zealand to firstly, identify experience themes, and secondly, predict tourists’ evaluations using a Semantic Differential (SD) model. The methodology provides researchers with the ability not only to compare different destinations according to the experiences they trigger but also to exploit advantages of both qualitative rich data and quantitative analysis.

works as a Lecturer at the university of Tehran faculty of management, and faculty of entrepreneurship. He has been covering courses related to marketing, branding and marketing communication. Majid Hassani Nezhadis currently a PhD Candidate of Business Management in Allameh Tabatabai University. He has a Bachelor ' s degree in management and a Master ' s in marketing management from Shahid Beheshti University. His Master ' s thesis was a B2B perspective of relationship marketing in home appliances industry. His main research interests are B2B marketing and brands managing. Siamak Ashkan Farworks as Production Planner in South Well Drilling Engineering Co (SWDEC). He has a Bachelor ' s degree in industrial management from Guilan University and is currently studying in Executive Master Business of Administration (EMBA) in Isfahan University. Kamal Rahmanihas a Bacheor ' s degree in Electrical Engineering from Zanjan University and a Master ' s in MBA from the MehrAlborz University. His Master ' s thesis was a survey about consumer behavior and service branding in a private bank in Iran. His main research interest is consumer behavior and branding. He has been selected as Distinguished Researcher of his university in anniversary festival of 2011 -2012. Some of his articles about branding and related subjects are published or under review process in Iranian or international journals. He has also translated two marketing books to Persian. Relationship between brand personality, customer personality, gender and income

Purpose: While it seems there are very few studies on the branding process for megaprojects in entertainment, residential, tourism, and sport, branding is one of the most important factors in these types of projects. This study has particularly tried to devise a branding model for these types of projects that corresponds to Persian characteristics. Design/methodology/approach: In Iran, since there is no special model in this field, the grounded theory approach was used to hypothesize and outline the aspects of the model. In-depth interviews corresponding to grounded theory were conducted. Findings: The main phenomenon relates to the branding process for megaprojects in entertainment, residential, tourism, and sport. Causal, contextual, and intervening conditions are all explored, and the results are introduced as a comprehensive model. Originality/value: Currently, there is no special model for multipurpose megaprojects in Iran. In fact, extant studies conducted globally have considered that the branding of these projects almost all focus on city or destination branding. This study considers branding issues from the initial phases of planning and constructing.