ABSTRACT
This chapter’s purpose is to provide an overview and insight into the role that tourists’ emotional experiences play in the decision-making process and how they might alter their perceived overall image of the tourism site or experience. The chapter also discusses how the role of emotional experiences reflects on tourists’ reported satisfaction level as well as developing loyalty for that tourism product and/or intent to recommend that said product. Another topic discussed is how the emotional experiences of Millennials and members of Generation Z are impacted by connectivity as well as the effect of the fear of missing out. Finally, suggestions are offered for developing marketing strategies utilizing approaches based on an understanding of tourists’ emotional experiences. As a result, improved perception of a destination as well as higher levels of satisfaction and the tendency to recommend might occur. Two case studies for the application of these strategies are also presented.
