Monitoring emotions throughout the onboard customer journey – evidence from the travel and tourism industry

Figures & data

Table 1. Items and answer scales.

Emotions measurement instrument^a
Positive emotions (1 = Strongly Disagree, 7 = Strongly Agree)
… I feel contentment (Contended, Peaceful, Fellfield). ^b, c
… I fell happy (Optimistic, Pleased, Thrilled, Enthusiastic).^b^, c
… I feel love (Romantic, Sentimental, Warm-hearted). ^b, c
Negative emotions (1 = Strongly Disagree, 7 = Strongly Agree)
… I feel angry (Frustrated, Irritated, Unfulfilled). ^b, c
… I feel sad (Depressed, Miserable, Helpless). ^b, c
… I feel fear (Scared, Afraid, Worried, Nervous). ^b, c
… I feel ashamed (Embarrassed, Ashamed, Humiliated). ^b, c

^a Adapted from Kujur & Singh (2018).

^b In Part a: ‘During the trip (up to now), there are times that …’.

^c In Part b: ‘From the completion of the part A up to now, there are times that …’.

Table 2. Standardized regression weights.

Factors	Standardized regression weight*
	Stage A	Stage B
Positive Emotions
…I feel Contentment (Contended, Peaceful, Fulfilled)	0.533	0.783
…I feel Happy (Optimistic, Pleased, Thrilled, Enthusiastic)	0.739	0.870
… I feel Love (Romantic, Sentimental, Warm-hearted)	0.803	0.428
Negative Emotions
… I feel Angry (Frustrated, Irritated, Unfulfilled)	0.635	0.851
… I feel Sad (Depressed, Miserable, Helpless)	0.584	0.798
… I feel Fear (Scared, Afraid, Worried, Nervous)	0.871	0.507
…I feel Ashamed (Embarrassed, Ashamed, Humiliated)	0.598	0.612

* p < 0.001.

Table 3. Absolute and incremental fit indices.

Fit Index	Emotions Stage A	Emotions Stage B
GFI	0.995	0.982
AGFI	0.979	0.955
NFI	0.992	0.976
NNFI / TLI	0.986	0.963
CFI	0.995	0.981
RMSEA	0.039	0.068
RMR	0.035	0.046

Table 4. Τ-test analysis between emotions at stage A and emotions at stage B.

Paired samples Test
	M	SDD	SEM	95% CI [Lower, Upper]	T	Df	Sig. (2-tailed)
Emotions B – Emotions A	0.63810	4.35274	0.15018	[0.34332, 0.93288]	4.249	839	0.000

Table 5. Percentages of emotions construct items in both stages.

		Strongly Disagree	Disagree	Somewhat Disagree	Neither Agree or Disagree	Somewhat Agree	Agree	Strongly Agree
		%	%	%	%	%	%	%
I feel Contentment	A	0.4%	6.5%	7.5%	12.3%	21.1%	44.0%	8.2%
	B	0.0%	4.9%	7.7%	14.0%	17.9%	45.7%	9.8%
I feel Happy	A	1.3%	6.2%	10.8%	23.2%	17.9%	34.2%	6.5%
	B	0.6%	2.3%	7.2%	27.5%	20.4%	35.8%	6.2%
I feel Love	A	3.2%	13.3%	10.1%	31.7%	18.2%	16.5%	7.0%
	B	3.8%	9.5%	11.9%	31.3%	15.8%	23.3%	4.4%
I feel Angry	A	27.5%	32.0%	9.0%	14.7%	9.5%	6.0%	1.3%
	B	31.7%	28.0%	13.9%	14.8%	6.5%	4.5%	0.7%
I feel Sad	A	33.3%	33.9%	7.9%	12.1%	8.3%	3.0%	1.4%
	B	35.5%	31.8%	10.0%	11.7%	6.9%	3.8%	0.4%
I feel Fear	A	39.7%	34.4%	6.5%	10.9%	6.0%	2.2%	0.4%
	B	39.2%	37.9%	7.3%	8.8%	3.9%	2.9%	0.0%
I feel Ashamed	A	54.2%	26.3%	3.2%	9.6%	2.5%	2.2%	2.0%
	B	49.5%	29.3%	6.2%	8.8%	2.5%	2.9%	0.7%

Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184–197. https://doi.org/10.1108/JAMR-05-2017-0065

 Web of Science ®Google Scholar