ABSTRACT
Emotion is therefore a highly relevant psychological construct to the study of tourist behaviour. Continuing technological advancements in the methodological tools available to tourism researchers are increasing the reliability and validity of emotional data and extending its application to a wide range of tourism contexts. This chapter commences with a discussion that emphasises the important role that emotion plays in the tourist's experience from their initial decision-making process to their reactions to and satisfaction with their final choice. The chapter then focuses on the measurement of emotion, presenting a review of the current trends and advances in the methodological techniques employed by tourism researchers to better understand the role and influence of emotion on tourist behaviour. Past research has positioned consumer emotions at the core of the consumer decision-making process. The preceding content has established the role and importance of emotion in the tourist's decision process.
