Travel Reference
In-Depth Information
Table 33.1
(Continued)
Items
Study 1 (S1):
N=200
Study 2 (S2):
N=520
S1
S2
S1
S2
S1
S2
Factor
loading
a
Item-total
correlation
Factor
loading
b
Item-total
correlation
Coefficient
alpha (
a
)
Composite
reliability
Average
variance
extracted
Love
Tenderness
c
Love
c
Caring
c
Affection
c
Warm-hearted
c
Sentimental
Romantic
Compassionate
Passionate
.85
.87
.84
.88
.51
.59
.83
.70
.70
.66
.66
.74
.64
.58
.55
.71
.73
.67
.64
.69
.61
.60
.60
.61
.78
.82
.80
.74
.71
.70
.76
.71
.68
.66
Positive surprise
Amazement
c
Astonishment
c
Fascinated
c
Inspired
c
Surprise
c
.84
.85
.84
.89
.52
.62
.84
.80
.77
.61
.56
.78
.70
.71
.58
.50
.90
.86
.72
.74
.61
.77
.74
.65
.55
.57
Source
: Adapted from Hosany and Gilbert (2010)
Notes
:
a
From principal components factor analysis;
b
From confirmatory factor analysis;
c
Items comprise the final
destination emotion scale.
associated with playfulness (Frijda 1986), and affi rms the meaningfulness of life (de Rivera,
Verette and Weiner 1989). Hosany and Gilbert (2010) demonstrate that joy is a key aspect of
tourists' emotional responses. Past research (e.g. Currie 1997; Goossens 2000) shows the pursuit
of pleasurable experiences is a key motivational factor in tourism. Carr (2002) further notes that
tourists have a higher propensity for pleasure seeking experiences while on holidays.
The love dimension includes items such as tenderness, caring and affection. Love is defi ned
as 'an attitude held by a person toward a particular person, involving predispositions to think, feel,
and behave in certain ways toward that other person' (Rubin 1970: 265). Prior research has
established the relevance of love as a marketing construct (e.g. Ahuvia 2005; Carroll and Ahuvia
2006; Albert, Merunka and Valette-Florence 2008; Batra, Ahuvia and Bagozzi 2012). All of these
studies show that consumers can experience the feelings of love toward products and brands.
Similarly, destination marketing organizations (DMOs) emphasise 'love' in their marketing and
branding strategies. Some examples include the 'I Love New York' seminal campaign, Taiwan
'Touch your Heart' slogan and Hong Kong 'Live it. Love it' media campaign.
The DES last dimension includes items such as amazement, inspired and astonishment.
Surprise is often characterized as a neutrally valenced and short-lived emotion that arises as a
result of unexpected occurrences (Meyer, Reisenzein and Schutzwohl 1997). Surprise can also
be accompanied by other emotions to elicit either positive surprise (e.g. surprise and joy) or
negative surprise (e.g. surprise and anger). Over the years, consumer research has been mostly
