Emotions in tourism: Theoretical designs, measurements, analytics, and interpretations

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.