Travel Reference
In-Depth Information
one's self-concept are superior to incongruent appeals in enhancing advertising effectiveness
(Graef,1996; Hong and Zinkhan 1995).
Future research
Mixed emotions
Tourists can display distinct positive and negative emotional responses toward destinations.
However, no studies can be identifi ed investigating the effects of mixed emotions in tourism.
Mixed emotions are the experience of multiple positive and/or negative emotions (Otnes
et al
.
1997). Research in marketing (e.g. Williams and Aaker 2002; Olsen
et al
. 2005; Lau-Gesk 2005)
and psychology (e.g. Larsen, McGraw and Cacioppo 2001; Schmmack 2001) establishes it is
common for individuals to experience mixed emotions. Increases in positive emotions do not
come necessarily at the expense of negative emotions (Andrale and Cohen 2007). Future research
should investigate the conditions eliciting mixed emotional responses toward destinations and
the resulting effects on tourist post-travel behaviour.
Discriminant validity of the destination emotion scale
The DES display sound measurement properties but further research is needed to establish its
discriminant validity with other related constructs, such as place attachment. Place attachment
is the emotional bond between an individual and a particular spatial setting (Williams
et al
.
1992). Two distinct dimensions represent the place attachment construct: place dependence
(functional attachment) and place identity (emotional attachment). Place dependence refl ects
the importance of a place in providing features and conditions that support a person's goals or
desired activities (Stokols and Shumaker 1981). Place identity refers to the symbolic importance
of a place as a repository for emotions that give meaning and purpose to life (Guiliani and
Feldman 1993).
Cross-cultural studies
The proposed model builds on Hosany and Gilbert (2010) and Hosany (2012) earlier works on
tourist emotional experiences. The two studies are specifi c to one culture (British nationals).
People of different cultures and languages categorise emotions differently (Russell 1991).
Previous research also concludes that appraisal patterns are culture specifi c (Stipek, Weiner and
Li 1989) and some appraisal dimensions (e.g. self-compatibility) are cross-culturally different. To
further advance knowledge, Steenkamp and Burgess (2002) emphasize the need for researchers
to test measures in different countries. Future studies need to validate the proposed model using
tourists from different nationalities/cultures and across various destination brands of different
geographical sizes (e.g. cities versus countries). Such research can further our understanding of
the complex relationship between culture, emotions and tourist behaviour.
On-site versus retrospective evaluations of tourists' emotions
Studies in tourism mostly measure emotions retrospectively using post-visit surveys (e.g. Hosany
and Gilbert 2010). However, relying on retrospective evaluations can be problematic in capturing
tourists' emotional responses (Cutler, Larsen and Bruce 1996). Retrospective reports are
vulnerable to memory reconstructions (Kahneman 1999). In addition, emotions are dynamic
