Keywords

loyalty; emotions; destination; affective stimuli

Abstract

Purpose: The influence of different factors including emotional states on loyalty has been previously discussed in the literature. However, the influence of post-visit emotions evoked by emotional stimuli on tourist loyalty lacks empirical attention. The purpose of this study is to investigate the effects of post-visit emotional stimuli on destination loyalty.

Design/methodology/approach: The study applied an online scenario-based experimental design to identify the impact of positive and negative affective pictorial stimuli on destination loyalty. A sample of 500 adult US residents who visited Orlando within the past 12 months was recruited to take part in the experiment. One-way ANOVA was used to compare the loyalty of three groups, two of which were manipulated with emotional stimuli, positive pictures and negative pictures and one control group with no pictures.

Findings: Results show that it is possible to influence visitor loyalty after visitation. Post-visit exposure to positive emotional stimuli generates higher levels of destination loyalty, while negative emotional stimuli generate lower levels of destination loyalty, in comparison with no stimuli scenario.

Originality/value: The study adds to the literature by providing support for the influence of post-visit emotional stimuli on destination loyalty, which lacked empirical attention, thus, far. As visitor experience lasts much longer than the visit itself, the study results are significant for increasing destination loyalty after the trip.

Publication Date

2-1-2021

Original Citation

Godovykh, M. and Tasci, A.D.A. (2021), "The influence of post-visit emotions on destination loyalty", Tourism Review, Vol. 76 No. 1, pp. 277-288. https://doi.org/10.1108/TR-01-2020-0025

Document Type

Paper

Language

English

Source Title

Tourism Review

Volume

76

Issue

1

Publication Version

Pre-print

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management


Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.