ABSTRACT
> The rationality of consumer decision-making has two perspectives: a rational and an emotional. Recent researchers argue that the emotional component of decision-making has gradually superseded the rational component. This applies to destination marketing. Destination Marketing Organizations need to take into consideration the psychology of the travelers and design their marketing strategies accordingly. The marketers offer an entire experience that is emotionally appealing. The experiential consumption has shifted from functional to hedonic consumption. Hedonism is associated with pleasure and enjoyment. Therefore, marketers must focus on producing service encounters that have hedonistic appeal. Holiday experiences should be packed with pleasure and joy so that the experience records a high recall. This chapter explores the various facets of emotions that have an impact on the experiential consumption of holidays. It highlights the importance of emotions in service encounters, explores the concept of hedonism and finally looks at the managerial implications of making successful marketing strategies.
