Current and potential methods for measuring emotion in tourism experiences: a review |
| |
Authors: | Shanshi Li Noel Scott Gabby Walters |
| |
Institution: | 1. Business School, University of Queensland, St Lucia, Brisbane, Queensland, Australiashanshi.li@hotmail.com;3. Griffith Institute of Tourism, Griffith University, Building (G27), Room 3.12, Gold Coast campus, Parklands Drive, Southport, Brisbane, QLD 4222, Australia;4. Business School, University of Queensland, St Lucia, Brisbane, Queensland, Australia |
| |
Abstract: | This study provides an assessment of methods used in existing tourism research to measure emotion and discusses the potential for use of psychophysiological methods such as electro-dermal analysis, facial muscle activity, heart rate response, eye-tracking system and vascular measures. Psychophysiological measurement techniques have been reported in the marketing, advertising and media literature; however, to the best knowledge of the authors, no studies are reported in the tourism literature. Instead, studies of emotion in the tourism literature invariably employ self-report questionnaire methods which capture only tourists' high-order emotions and are subject to a variety of forms of bias. Unconscious emotional responses that can provide unbiased portrayal of individuals' initial emotional reactions when exposed to a stimulus have been largely ignored. The paper concludes that studies combining both self-report and psychophysiological measures are needed and areas for future research are discussed. |
| |
Keywords: | tourist emotion emotion measurement self-report psychophysiological measurement of emotion |
|
|