Emotions in Tourism: Theoretical Designs, Measurements, Analytics, and Interpretations

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Abstract

The theorization of emotion receives considerable attention in contemporary tourism literature. Remarkably, existing studies largely ignore the operationalization of emotion in tourism research. Drawing on extant knowledge from psychology, marketing, and tourism literatures, this article describes methodological and theoretical concerns and provides guidance for selecting highly useful-for-the-context (HUFTC) emotion measures. To help researchers choose HUFTC measures, this study proposes a new model: Emotionapps. The article here highlights the need for tourism researchers to account for the complexities in measuring emotions and how such measurement impacts theory construction.

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Development and validation of brief measures of positive and negative affect: The PANAS scales.

David Watson, Lee Anna Clark, Auke Tellegen (1988)

In recent studies of the structure of affect, positive and negative affect have consistently emerged as two dominant and relatively independent dimensions. A number of mood scales have been created to measure these factors; however, many existing measures are inadequate, showing low reliability or poor convergent or discriminant validity. To fill the need for reliable and valid Positive Affect and Negative Affect scales that are also brief and easy to administer, we developed two 10-item mood scales that comprise the Positive and Negative Affect Schedule (PANAS). The scales are shown to be highly internally consistent, largely uncorrelated, and stable at appropriate levels over a 2-month time period. Normative data and factorial and external evidence of convergent and discriminant validity for the scales are also presented.