Culture, Emotions and Behavioural Intentions: Implications for Tourism Research and Practice

Abstract

The motivation for pursuing this topic was stimulated by the view that theory relating to tourist behaviour, while plentiful, was descriptive and lacked empirical support. A critical multi-disciplinary review of contemporary theories of human behaviour led to the identification of a theoretical perspective that shows some promise as a predictor of tourist behaviour. The review additionally established that the role of cultural values, and emotions as predictors of behaviour or behavioural intentions, have been under-represented in the tourism literature. Emerging evidence suggests that tourism practitioners have much to gain by taking emotions into consideration, and tourism researchers have more work to do in order to understand the culture/behaviour link. A number of models have been identified as suitable for operationalising these constructs and the review concluded with recommendations for future research.

Keywords:

• behavioural intentions
• emotions
• cultural values
• tourism industry