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Anticipated emotional volatility in tour bookings

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  • Li, Shanshi
  • Wang, Luqing
  • Liu, Shasha

Abstract

Tour products often present sequential experiences, leading tourists to picture themselves in each event and foresee their emotional responses. However, research has largely overlooked how anticipated emotional volatility influences booking intentions. Using cognitive appraisal theory, this study examines how high versus low anticipated emotional volatility affects tourist responses through a mixed-method approach involving choice tasks, semi-structured interviews, and five experiments. Results show that tours with high (vs. low) anticipated emotional volatility enhance booking intentions, with perceived novelty and interest as sequential mediators. The effect of perceived novelty on interest is more pronounced among high variety-seeking tourists. Findings underscore the significance of anticipated emotional volatility in tour design and provide valuable insights for creating and marketing more engaging tour itineraries.

Suggested Citation

  • Li, Shanshi & Wang, Luqing & Liu, Shasha, 2025. "Anticipated emotional volatility in tour bookings," Annals of Tourism Research, Elsevier, vol. 114(C).
    • Handle: RePEc:eee:anture:v:114:y:2025:i:c:s0160738325001033
    DOI: 10.1016/j.annals.2025.103997
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