Case Study: The Impact of Emotion in the Tourism Sector in 2024

Published on July 16, 2024  - Updated on July 24, 2024

Case Study: The Impact of Emotion in the Tourism Sector in 2024

Introduction

L’émotion plays a key role in customer satisfaction and experience in all sectors of business. And this is all the more true in some sectors, such as tourism! Indeed, when we think of tourism it reminds us of holidays, a paradise beach, a feeling of joy, etc. 

Did you know that 80% of our purchasing decisions are related to our emotions? When a visitor is planning his holiday, the emotions transmitted by the destinations are therefore crucial. Thro the stay, it will be marked by the experiences lived, if they are positive will generate happiness and satisfaction. Thus, there will be a high probability that the latter will recommend the destination to his neighbors and become an ambassador. On the contrary, if the tourist experience is disappointing, it will immediately cause disillusionment or frustration, feelings arising from sadness. Or even anger if the service is misleading or pure scam? In this case, the traveler becomes a critic and risks strongly to discourage the destination to his neighbors and can go even to denounce it on the news sites or on the social networks that are the spokesmen of the emotions experienced.

Understanding and measuring the emotions of visitors can therefore improve their interactions with tourist services. In this article, we will explore the nature of emotions, their relationship with tourism, and how tourism companies can measure them and use them to optimize the customer experience.

1. What is an emotion ?

Emotions have always been a fascinating subject of study. They are deeply rooted within each of us, but how can we define them? An emotion is a complex psychological reaction involving feelings, thoughts, and behaviors. It can be triggered by external events or memories and varies in intensity and duration. Emotions play a key role in most of our decision-making and in evaluating the experiences we encounter. This is especially true in the context of tourism and vacations.

Numerous studies have shown that Emotion consists of 4 responses:

The 4 components of Emotion

1. Physiological response :

   • Emotions activate the autonomic nervous system, causing physiological changes such as increased heart rate, sweating, and muscle tension. These reactions are prepared to cope with environmental challenges.

   • Source: Levenson, R. W. (2014). "Autonomic nervous system differences among emotions." Psychological Science, 5(1), 56-61.

2. Cognitive response :

• Emotions involve cognitive appraisals, where the individual evaluates the personal significance of triggering events. This appraisal influences the intensity and nature of the emotion experienced.

• Source : Lazarus, R. S. (1991). "Emotion and Adaptation." Oxford University Press.

3. Behavioral response:

1. Emotions manifest through facial expressions, gestures, and specific body postures. For example, a smile generally indicates joy, while a furrowed brow can signal anger.

2. Source : Ekman, P., & Friesen, W. V. (1971). "Constants across cultures in the face and emotion." Journal of Personality and Social Psychology, 17(2), 124-129.

4. Subjective experience :

1. This refers to the conscious and personal aspect of emotion, what one feels internally. This component is often described in terms of feelings (such as feeling happy or sad).

2. Source : Scherer, K. R. (2005). "What are emotions? And how can they be measured?" Social Science Information, 44(4), 695-729.

Primary Emotions

To better categorize different emotions, researchers often use what are known as "primary emotions". These have been extensively studied by researchers like Paul Ekman. Primary emotions are fundamental and universal emotions found in all cultures regardless of age, gender, ethnic origin, etc. They are innate and play a crucial role in our daily lives.

List of Primary Emotions (Source : Ekman, P. (1992). "An argument for basic emotions." Cognition & Emotion, 6(3-4))

1. Joy :

• Characterized by feelings of happiness, pleasure, and contentment.

2. Sadness :

• Marked by feelings of loss, disappointment, and despair.

3. Fear :

• Triggered by the perception of a threat or danger, it prepares the body for flight or fight.

4. Anger :

• Associated with feelings of frustration, irritation, and aggression.

5. Disgust :

• Triggered by repulsive stimuli, such as spoiled food, and involves a reaction of disgust.

6. Surprise :

• Triggered by unexpected events, it is often transient and can precede other emotions.

As you have understood, emotions are complex, universal, and fundamental reactions in the human experience. They have a profound impact on our relationship with brands, especially in sectors such as tourism.

2. The unique relationship between emotion and tourism

Tourism is an inherently emotional industry. Travel and discovery evoke a range of emotions, from excitement to serenity, and wonder. Emotions profoundly influence the overall perception of a journey and can determine customer satisfaction, loyalty, and the likelihood of recommending a destination or service to others.

Here are a few examples illustrating the relationship between emotion and tourism.

a. Emotions as motivations for travel

Emotions motivate individuals to travel in search of new experiences that can provide pleasure, excitement, relaxation, or a sense of accomplishment. 

For example, you might decide to visit the beaches of the Maldives to experience the serenity and happiness associated with seaside relaxation. Conversely, you might choose to visit significant historical sites like the beaches of Normandy to reflect and feel the sadness conveyed by the place's past.

b. Emotions during the tourist experience

The emotions experienced during a journey directly influence overall satisfaction and the memorability of the experience. However, these emotions can be consciously or unconsciously triggered in many different ways.

For example, the adrenaline rush and wonder felt during an African safari or a skiing session in the Alps create powerful and lasting memories that enhance the positive perception of the experience. On the other hand, if a long-awaited trip turns out to be disappointing, your feelings will likely be more negative because you had high expectations and anticipated the moment for several months. In such cases, there is little chance that you would recommend the destination to others.

c. Emotions and client satisfaction

Tourists' satisfaction is largely determined by the positive emotions they experience during their journey, which is a crucial factor in fostering loyalty. An emotionally enriching experience significantly increases the likelihood of recommendation and repeat visits.

A prime example of this is visitors to a theme park like Disneyland. The company endeavors to create a magical experience where both children and adults feel joy and wonder, leading to high satisfaction ratings and repeat visits.

d. Emotions and tourism marketing

Destinations have understood the importance of emotions in attracting and retaining visitors. This is why many tourism advertising campaigns often leverage emotions to attract and convince potential customers. Visuals and emotional narratives are used to create emotional connections with the destination or service offered.

Take, for example, TUI's advertising campaign "Discover Your Smile," which utilizes evocative images and stories to evoke feelings of happiness, discovery, and relaxation to attract customers.

TUI Discover Your Smile

e. Emotions in the design of tourist experiences

An example closely related to our third point is how tourism experience designers increasingly consider emotions to create and optimize services and activities that maximize pleasure and minimize frustrations.

In addition to amusement parks, luxury cruises are designed to offer moments of relaxation and enjoyment by integrating spas, gourmet restaurants, and various entertainment options to evoke positive emotions among passengers and exceed their expectations to create a "wow" effect.

Emotions are at the heart of the tourist experience, influencing every stage of the journey from the initial decision to final satisfaction. By understanding and leveraging travelers' emotions, tourism professionals can design more engaging and memorable experiences, thereby increasing customer satisfaction and loyalty.

3. How to measure visitors' emotions?

Therefore, measuring visitors' emotions is crucial for understanding their experience and improving the services offered by tourist destinations. Here are several methods that can be used to assess tourists' emotions.

1. Surveys and questionnaires

Probably the most effective method, surveys and questionnaires are common tools for collecting data on visitors' emotions. They can be administered before, during, or after the visit to assess tourists' feelings and impressions.

For example, after a visit to the Louvre Museum, visitors can fill out an online questionnaire to express their thoughts about their experience. Subsequently, using semantic analysis tools like Q°emotion, it's possible to identify from the comments which topics evoke the most positive emotions among visitors and also pinpoint the most critical irritants to address first in order to optimize the visitor experience.

2. Analysis of social medias and review sites

Perfectly complementary to surveys and questionnaires, social media analysis also allows tracking and evaluating the emotions expressed by visitors through their posts, comments, and online reviews. Platforms like Twitter, Instagram, and TripAdvisor provide rich data on emotional insights that can also be transformed into an emotional action plan with Q°emotion.

Example: The tourism managers of Bali can analyze mentions and hashtags on Instagram to understand the predominant emotions of visitors, such as joy, surprise, or sadness/disappointment.

3. Biometric technologies 

Another method to measure emotions, biometric technologies such as heart rate sensors, eye movement detectors, and facial expression analyses can be used to measure visitors' emotional reactions in real time.

Easier to implement in certain countries, a destination could use cameras and facial recognition software to analyze visitors' expressions and assess their emotions during attractions.

4. Analysis of behavioral data

Sometimes underestimated, behavioral data analysis, such as visitor pathways, time spent in different zones, and interactions with attractions, can reveal valuable insights into the emotions experienced. 

For instance, a national park can use GPS data to track visitor movements and identify areas where they spend the most time, indicating positive emotions like surprise and appreciation for nature.

5. Interviews and focus groups

Finally, interviews and focus groups allow for gathering detailed and qualitative information about visitors' emotions. These methods are effective in understanding tourists' motivations and deep perceptions.

 For instance, managers of Paris as a tourist destination could organize focus groups with international visitors to discuss their experiences and emotions felt during their stay, identifying potential areas for improvement.

Measuring visitors' emotions is essential for enhancing the customer experience and adapting tourist services to meet visitor expectations. By combining quantitative and qualitative methods, destination managers can gain a comprehensive understanding of tourists' emotions and use this information to create more engaging and satisfying experiences.

To conclude our article, I suggest providing several examples of emotional campaigns and/or actions in the tourism sector.

4. Case Study: Emotional Advertising Campaigns in Tourism

Emotional advertising campaigns play a crucial role in attracting visitors. Advertising campaigns in the tourism sector often leverage emotions to attract and convince potential customers. Of course, most advertising campaigns focus on joy or surprise, but not all! Here are some concrete examples of advertisements targeting tourists' emotions.

a. Campaign "100% Pure New Zealand" in Tourism, New Zealand

Description : The "100% Pure New Zealand" campaign highlights the spectacular natural beauty of New Zealand with breathtaking images of majestic mountains and pristine beaches. It aims to evoke a sense of wonder, surprise, and the wow effect of connecting with nature.

• Link video source 100% Pure New Zealand:  A Welcoming Journey

b. Campaign "Meet South Africa" of South African Tourism

Description :The "Meet South Africa" campaign showcases the diverse cultural and natural experiences that South Africa has to offer. It also aims to generate joy and surprise to encourage viewers to visit South Africa. To achieve this, the campaign leverages testimonials and personal stories to create a strong emotional connection with potential travelers.

• Link video source Meet South Africa - A Story At Every Turn - Gavin Joubert, Tourism Destinations

Let's now take examples of campaigns that evoke more negative emotions like sadness or fear. These campaigns are often used to raise awareness and educate the public about serious issues or to promote destinations related to particular historical and cultural experiences. Here are a few concrete examples:

c. Campaign "Visit Auschwitz" - Museum and Memoriall d'Auschwitz-Birkenau

Description : This campaign aims to draw attention to the importance of remembering the atrocities committed during the Holocaust and not forgetting. It uses poignant images and narratives to evoke sadness, as well as reflection and respect for the victims.

• Source link Auschwitz-Birkenau Survivor Tova Friedmann speaks during visit to death camp 75-years later

d. Campaign "The Dark Side of London" - London Dungeon

Description : This campaign for the London Dungeon uses fear as the main emotional driver to attract visitors seeking frightening and immersive experiences. It exploits macabre historical narratives and dramatizations of famous characters like Jack the Ripper.

• Link video source The London Dungeon TV Advertisement (Official)

In such a competitive sector as tourism, analyzing visitors' emotions is the ultimate lever to enhance the customer experience. Emotions shape memories and perceptions of travel, making each interaction crucial. Through advanced methods such as analyzing survey verbatims and social media, biometric technologies, or in-depth interviews, destinations can accurately detect and respond to visitors' emotional expectations. By creating experiences rich in positive emotions, tourism professionals ensure not only immediate customer satisfaction but also long-term loyalty and propensity to recommend the destination.

For further exploration on the subject, discover our Corsair and TUI use cases on the impact of emotional analysis on their activities.