The study by Godovykh and Tasci (2021) delves into the significant role that emotions experienced after a visit play in shaping tourists’ loyalty to a destination. The research highlights that emotions are not only important during the visit but also continue to influence perceptions and decisions after travelers return home. These post-visit emotions are crucial in determining whether a tourist will revisit the destination or recommend it to others.
Positive Emotions Foster Loyalty
One of the key findings is that positive post-visit emotions, such as happiness, satisfaction, and nostalgia, greatly enhance a visitor’s loyalty to a destination. These emotions create a lasting impression that makes tourists more likely to return to the same destination in the future and share their positive experiences with others. This emotional connection is a powerful driver of repeat visits and word-of-mouth promotion, which are essential for sustaining tourism in a destination.
Negative Emotions Deter Repeat Visits
Conversely, the study found that negative post-visit emotions, such as disappointment or frustration, can significantly reduce destination loyalty. When tourists experience negative emotions after their visit, they are less likely to return and may even dissuade others from visiting. This finding underscores the importance of managing all aspects of the tourist experience to minimize potential negative emotions and ensure positive overall impressions.
Emotional Management for Destinations
For destination managers and marketers, the implications of these findings are clear: creating and maintaining positive emotional experiences is crucial for building long-term destination loyalty. This can involve enhancing service quality, ensuring memorable and unique experiences, and addressing any issues that might lead to dissatisfaction. By focusing on the emotional outcomes of visits, destinations can strengthen their appeal and foster a loyal visitor base.
Contributing to Destination Sustainability
The study ultimately suggests that understanding and leveraging post-visit emotions can be a key factor in the sustainability of a destination’s tourism industry. By prioritizing emotional satisfaction, destinations can not only attract repeat visitors but also benefit from positive recommendations that attract new tourists. This approach can lead to a more resilient and thriving tourism sector.
Reference: Godovykh, M., & Tasci, A. D. (2021). The influence of post-visit emotions on destination loyalty. Tourism Review, 76(1), 277-288. https://doi.org/10.1108/TR-05-2019-0170
You can access the full paper here.
