ABSTRACT
Emotions play an important role in tourism experiences, starting with the very motivation for travel which is motivated by myriad conditions. The concept of co-creation is important in tourism services because they are often of a high-involvement nature. In co-creating a tourism service the customer may experience greater satisfaction and be able to more clearly articulate needs in a way that enables the service provider to successfully fulfil the service promise. Much research focuses on emotions in service interactions and co-creation. Clearly, it would be useful if a service provider understands how emotional responses are created and the level of impact that a particular mood state had on the consumers' evaluation of the service received. In tourism service provision, it would be useful to understand the influence of actors' positive or negative emotions on consumer and staff, and to develop strategies to anticipate and respond to mood states as part of the normal service process and in service recovery policy.
