Emotions embody the value in tourism experiences and drive essential outcomes such as intent to recommend. Current models do not explain how the ebb and flow of emotional arousal during an experience relate to outcomes, however. We analyzed 15 participants’ experiences at the Vincentre museum and guided village tour in Nuenen, the Netherlands. This Vincent van Gogh-themed experience led to a wide range of intent to recommend and emotional arousal, measured as continuous phasic skin conductance, across participants and exhibits. Mixed-effects analyses modeled emotional arousal as a function of proximity to exhibits and intent to recommend. Experiences with the best outcomes featured moments of both high and low emotional arousal, not one continuous “high,” with more emotion during the middle of the experience. Tourist experience models should account for a complex relationship between emotions experienced and outcomes such as intent to recommend. Simply put, more emotion is not always better.
Expressive cultural activities, such as viewing visual art, drama, or dance, are perceived as beneficial to individuals and societies, justifying public funding. However, not everyone benefits and participates equally. We intentionally sampled infrequent and frequent attendees among young adults in the Netherlands. Results indicated that infrequent and frequent attendees differed in expressive cultural activity constraints and socialization, though not on demographic background. Their cultural, social, and emotional experience through selfreport and physiological data revealed no significant differences between the groups' experience of a dramatic performance. These outcomes suggest that, as an example of expressive cultural activity, a dramatic performance experience can be equally emotionally beneficial to frequent and infrequent attendees, an important prerequisite to broader appeal and intergroup contact. Implications of the use of physiological data in leisure experience research are discussed.
An increasing body of research has addressed what a tourism experience is and how it should best be measured and managed. One conclusion has been to recommend observational methods such as facial expression analysis. The chapter uses facial expression analysis to determine whether the emotions of employees in the tourism industry affect the emotions of their customers, following a pattern of emotional contagion. The findings show that emotional valence and arousal are both contagious. Furthermore, the findings show that arousal is less contagious at a higher likelihood to recommend, likely due to higher employee arousal during approximately the middle third of their conversation. Furthermore, findings demonstrate that emotion measurement is now possible at reasonable convenience for the tourism industry and gives a unique insight into tourists' actual experiences that is more precise and valid than self-report alone, though with certain costs and stringent methodological limitations.
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