Travel Reference
In-Depth Information
Figure 33.1
Destination brand emotion model: appraisals, emotional responses and post-
consumption behaviours.
To further theoretical developments, researchers can adapt the proposed model to study both
positive and negative tourist emotional responses towards destination brands. For example, in
modelling positive emotional experiences, key appraisal determinants are pleasantness, goal
congruence, self-compatibility and relevant outcomes variables are satisfaction, intention to
return, willingness to recommend and word-of-mouth. However, prior studies tend to focus on
the positive experiential aspects of tourism and research on dissatisfying vacation experiences
is often neglected. For researchers interested in studying tourists' negative emotional responses
(e.g. regret and disappointment), the relevant cognitive appraisal dimensions are fairness, coping
potential, agency and the outcome variables are dissatisfaction, complaining behaviour and
behavioural intentions.
From a pragmatic point of view, the proposed model offers implications for marketing
destination brands. It is important for destination marketers to monitor the nature of tourists'
emotional responses. Such knowledge will enable destination brands to better meet the
expectations of tourists, resulting in favourable attentions and behavioural intentions. Tourism
providers should engineer positive emotions to create enjoyable and memorable experiences.
To instigate an emotional appeal, many tourist destinations have successfully employed imagery,
visual effects and music in their advertising. Examples of latest promotional media campaigns
emphasizing positive emotions include Australia's 'There's Nothing Like Australia' and Cyprus'
'In Your Heart'.
In addition, the appraisals of pleasantness, goal congruence and internal self-compatibility are
identifi ed as the main determinants of joy, love and positive surprise. The various players involved
in shaping the holistic destination brand experience should strive to understand tourists' specifi c
goals and create pleasant experiences in order to consistently elicit positive emotional responses.
Marketers can develop segmentation strategies based on tourists' goals. Different tourists at the
same destination have different travel goals and will appraise their experiences differently.
In addition, destination marketers could manipulate their advertising message to prospective
tourists' self-concept. Previous research establishes that advertising appeals congruent with
