loyalty; emotions; destination; affective stimuli


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


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.

Document Type




Source Title

Tourism Review





Publication Version



Rosen College of Hospitality Management


Rosen College of Hospitality Management



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