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The impact of tourists' emotions on satisfaction and destination loyalty – an

integrative moderated mediation model: tourists' experience in Switzerland

Article in Journal of Hospitality and Tourism Insights · August 2020

DOI: 10.1108/JHTI-11-2019-0126

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The impact of tourists’ emotions Impact of

tourists’
on satisfaction and destination emotions

loyalty – an integrative moderated

mediation model: tourists’ 509
experience in Switzerland Received 25 November 2019
Revised 10 March 2020
8 April 2020
Samaan Al-Msallam Accepted 9 April 2020
Institute of Marketing, University of St. Gallen, St. Gallen, Switzerland

Abstract
Purpose – The purpose of this paper is to investigate the effect of tourists’ emotional responses toward a
particular destination on tourists’ satisfaction and destination loyalty. Perceived quality adds as a moderator
variable.
Design/methodology/approach – This study adopted a quantitative data collection method, with
distributing the questionnaire to 346 tourists of 43 nationalities in four main tourist attractions in Switzerland.
The structural equation modeling approach and bootstrapping technique were used to empirically test the
study hypotheses.
Findings – The results confirm the negative impact of negative emotions. The mediating role of the tourists’
satisfaction was documented. As expected, perceived quality dampened the negative effect of negative
emotions on tourists’ satisfaction. However, surprisingly, it does not serve as a moderator in the relationship
between positive emotions and tourists’ satisfaction.
Practical implications – This study resulted in a set of practical marketing recommendations. Tourism
marketers are encouraged to keep positive emotions high among tourists, aimed to increase their satisfaction
toward the destination and revisit it again in the future and also, pay more attention to the quality of the
destination as an essential tool to reduce the impact of negative emotions.
Originality/value – Many studies in tourism literature studied associations between positive emotions and
tourists’ behavior. The present study is drawing more attention to negative emotions. In addition, this study
tries to address the gap in the tourism literature regarding the modified impact of perceived quality on the
relationship between emotions and tourists’ satisfaction.
Keywords Destination loyalty, Tourists’ satisfaction, Tourists’ emotions, Perceived quality, Bootstrapping
technique, Switzerland
Paper type Research paper

1. Introduction
Understanding the relationship between tourists’ emotions and subsequent behavioral
intentions remains a major challenge for many tourism researchers and destination
marketers (Hosany and Prayag, 2013; Breitsohl and Garrod, 2016; Bign
e et al., 2005). Tourism
experience offers a complex mix of emotions toward a specific destination (Noy, 2007), some
of these emotions create a positive evaluation of the experience of tourism, while other
emotions may create a negative experience. That positive or negative evaluation of the tourist
experience may reflect on the overall tourists’ satisfaction, as well as on destination loyalty
(Santos et al., 2017; Bign
e et al., 2005).
Tourism academics have long sought to test the complex relationships among these three
constructs (emotions, satisfaction and loyalty) (Lee et al., 2008; Prayag et al., 2013; Bign
e et al.,
Journal of Hospitality and Tourism
2005). Most agreed on the crucial role of positive emotions in shaping tourist satisfaction and Insights
future behavior (Prayag et al., 2017; Choi and Choi, 2018). Also, there was a general trend Vol. 3 No. 5, 2020
pp. 509-528
among tourism researchers to consider that negative emotions are a main barrier to the © Emerald Publishing Limited
2514-9792
tourist and have negative consequences for tourists’ satisfaction and spread positive word of DOI 10.1108/JHTI-11-2019-0126
JHTI mouth (WOM) (Prayag et al., 2013; Buda, 2015). Nevertheless, recently many studies
3,5 discussed the possibility of positive impacts of negative emotions on the behavior of tourists,
and most of these studies examined the negative emotions and their consequences in sites or
destinations that were renowned as risk zones (Nawijn and Biran, 2018; Juvan and Dolnicar,
2014). However, in the meantime, there was a neglect to examine the possibility of facing such
negative emotions by tourists in a destination well-known as a happy destination (e.g.
Switzerland) (Chen and Li, 2018); for example, the possibility to face language difficulties,
510 cultural differences, which in turn might cause negative emotions such as anger or sadness.
By reviewing tourism literature, we can notice that even though tourists’ emotions
(positive and/or negative) play a significant role to be satisfied and revisit a destination, the
tourists who had a positive perceived quality as well have more plans to come back to a

destination (Zabkar et al., 2010). Tourism researchers have also found that perceived quality
is considered as a significant factor influencing the emotions associated with tourists’
experience in restaurants (Jang and Namkung, 2009), nature tourism (Breiby and Sl atten,
2015) and medical tourism (Loureiro and Sarmento, 2014). With this in mind, we should
expect, when tourists perceived high destination quality, the relationship between positive
emotions and satisfaction tends to be stronger, conversely, in the case of negative emotions.
However, this hypothesized moderating impact of perceived quality has not been examined in
tourism and destination literature.
Given these findings, the current study sets out to analyze the effect of tourists’ emotional
responses toward a particular destination on tourists’ satisfaction and destination loyalty. In
doing so, first, we examine both dimensions of emotions: positive emotions and negative
emotions. Every one of these dimensions has indicators, while positive emotions have two
indicators (joy and positive surprise) and negative emotions have three indicators (anger,
sadness and fear). Second, we test the direct relationship of emotions (positive and negative)
on tourists’ satisfaction and destination loyalty (Han et al., 2009). Third, we investigate the
mediating impact of tourist satisfaction on the relationship of emotions with destination
loyalty (Prayag et al., 2013), and lastly, to further delineate this relationship, we explore the
moderating role of perceived quality on the effect that tourists’ emotions have on tourists’
satisfaction (Figure 1).
As a result, the current study provides theoretical and practical contributions.
Theoretically, it is drawing more attention to negative emotions, while trying to explore if

Joy
H1

Positive
Surprise H6
H2 H7
Tourists’
H11 : H12 Destination
H3
Satisfaction
H8 Loyalty
Anger
H9
4
H H10
Sadness
H5

Fear H13 : H14

Figure 1. Perceived
Conceptual model Quality
there is any potential positive impact on the tourist experience, especially in a happy Impact of
destination like Switzerland (Nawijn and Biran, 2018; Prayag et al., 2013), and trying to close tourists’
the gap in the destination literature regarding the modified impact of perceived quality on the
relationship among emotions and tourists’ satisfaction. From a practical viewpoint, this
emotions
study will try to answer the question: why some individuals choose to visit certain places
repeatedly (Oppermann, 2000), through understanding how positive and/or negative
emotions can contribute to increasing tourists’ satisfaction and ultimately affecting their
destination loyalty? 511

2. Literature review
2.1 People–place relationship
Emotions and place are fundamentally intertwined (Mody et al., 2009). “Place” can be
characterized as a space that combines people’s emotional resonance with their natural
environments, individual and collective activities and emotional meanings in a spatial setting
(Morgan, 2010; Seamon, 2013). Currently, places have atmospheres and drive complex and
oftentimes solid emotions in people, positive or negative (Mody et al., 2009). However,
emotions are by their very nature ambiguous (Counted, 2016; Frenkel-Brunswik, 1949), and
this ambiguous increase in tourism destinations (since every destination has a different
personality) might be linked with tourists in a direct and variety of ways (Dickinger and
Lalicic, 2016). Therefore, a destination can form a personality that tourists use as a means of
self-expression (Ekinci et al., 2007; Dickinger and Lalicic, 2016), and as the tourist destination
offers experimental attributes attuned to the tourist’s personality, the possibility of creating
an emotional response for the tourist is increased (Otto and Ritchie, 1996).

2.2 Switzerland as a tourism destination

In the recent Swiss tourism statistics report released by Federal Statistical Office in 2018,
gross value added by tourism was CHF 19.3bn of Switzerland’s gross domestic product,
which represents an increase of 3.1% compared with 2017. The Federal Statistical Office also
indicated in 2019, as a provisional result, that there is an increase in overnight stays in hotel
accommodation through the 2019 summer term (from May to October) by 2.4% (þ536,000
overnight stays) compared with the same period a year earlier. Further, demand by foreign
tourists rose by 2.1% (þ268,000). With such facts, Switzerland is considered between the
main international tourism destinations, and the tourism sector is considered as one of
Switzerland’s most important services and economic sectors.

2.3 Measuring tourists’ emotions

Tourism researchers extensively using the verbal self-report method (Li et al., 2015). This
method is used in various forms, such as questionnaires or interviews, in order to evaluate the
tourists’ emotional reactions. Verbal scales used in self-report typically emerge from a basic
emotions approach and a dimensional approach to emotions (Lee and Kyle, 2012).
Accordingly, to keep our research consistent with previous research, we will use the self-
report method to measure the emotions of tourists.
More specifically, the effect of two kinds of positive emotions, namely joy and positive
surprise, was examined. There are two reasons for this selection: the first reason is related to
Switzerland’s attributes as a tourism destination. Many factors drive Switzerland’s success
as a travel destination, such as rich cultural resources and robust tourism infrastructure;
moreover, Switzerland scores above the global average for health, hygiene and safety
(Mussalam and Tajeddini, 2016). These and other factors make Switzerland a strong enabling
environment to generate a sense of joy among tourists since joy is considered as the emotional
JHTI dimension of the good life (Volf and Crisp, 2015) and emotional response to a pleasant
3,5 memory (Tyng et al., 2017).
From the other side, positive emotion is elicited by unexpected products, services or
attributes (Meyer et al., 1997; Scherer, 1984). By linking this perspective with schema
discrepancy theory (Meyer et al., 1997), from a tourism context, tourists continuously verify
whether their private schema of trip matches the inputs coming from the tourism destination.
Once the entries vary from the schema, the surprise emotions are evoked (Vanhamme, 2000).
512 If we apply that theory to our destination case, we notice clearly that Switzerland provides an
integrated package of tourism inputs. These inputs most likely diverge positively from the
tourist’s schema, which drives at the end to elicit the emotion of positive surprise.
The second type of emotions that the tourist may encounter is negative emotions (Hosany
and Prayag, 2013; Nawijn and Biran, 2018), as we mention in the introduction that the
possibility of facing negative emotions in a happy destination was neglected. By taking a
good look at this point, tourists may experience many difficulties related to many aspects of
that happy destination, for instance, language difficulties and cultural differences, which
might create a negative emotion such as anger that comes from a sense of loneliness or fear of
dealing with local people. Climate changes also may damage the travel plans or undermine
their value, which might create sense of sadness of losing this value and so on. By link these
pieces together, this study will try to bridge this gap and explore three types of tourist
negative emotions: anger, sadness and fear.

2.4 Tourists’ emotions and tourists’ satisfaction

As Oliver and Westbrook (1993) suggest, that correlation among emotions and satisfaction
depends on intrinsic arousal of emotions. An additional study by Lee et al. (2008) intersects
with this idea by underscoring that positive environmental perceptions should lead to
positive effect. Moreover, and since the emotions have a significant level of arousal, the
person who has a great emotional involvement should be dis/satisfied as equivalent to the
emotion arousal he or she received (Vanhamme, 2000). Furthermore, due to its amplification
property, from the tourism context, the tourism destination is likely to amplify arousal
emotions among tourists. Those emotions would be more present in the memory and this is
ultimately conducive to the tourist having a dis/satisfaction toward the destination (Izard,
2013; Pestana et al., 2019; Christou et al., 2018).
This discussion moves us to admit that to know how the effects of the positive emotions on
tourist behavior, we have to bear in mind what a tourist seeks during his visit to a particular
destination. In this context, Pearce (2009) claimed that hedonic experience is considered the
main goal that tourist tries to be achieving through his trip. From this perspective, the tourist
who experiences more frequent positive emotions over a period of time is highly willing to get
a better hedonic trail and memorable tourist experience (Pearce, 2009; Prayag et al., 2013).
However, to achieving such a standard of hedonism feeling, positive emotions should reflect
the pleasure feelings of engagement with a tourism destination, such as joy and positive
surprise (Su and Hsu, 2013; Breiby and Sl atten, 2015). Such kind of engagement that
emanates from the accumulation of positive emotion may lead to increase in tourists’
satisfaction (Prayag et al., 2017; Huang et al., 2015).
From another angle, many researchers in the tourism literature studied the effect of
negative emotions toward the behavior of tourists (Nawijn and Biran, 2018; Su and Hsu, 2013;
Prayag et al., 2013; Hosany et al., 2017; Jang and Namkung, 2009; Lee et al., 2008; Ouyang et al.,
2017). Nevertheless, these studies are not always consistent around the nature of the influence
negative emotions wield of the tourist experience, there are two groups of studies in this
regard. The first group supported the negative impacts of negative emotion toward tourist
satisfaction along with destination loyalty (Su and Hsu, 2013; Hosany et al., 2017). In the
meantime, the second group of tourism studies tend to adopt a contrary view that had Impact of
previously been discussed within psychology studies about the benefits of negative emotions tourists’
(Forgas, 2013; Kashdan and Biswas-Diener, 2014). Based on that, several studies in the
tourism context (Nawijn and Biran, 2018; Knobloch et al., 2017) have recently claimed that
emotions
when a tourist experiences negative emotion, he or she gains self-development, awareness,
greater maturity and the ability to pass negative experiences in the future because it was
already tested in the previous trips (Buda, 2015; Mahrouse, 2016). Accordingly, the following
hypotheses are developed: 513
H1. There is a positive relationship between emotions of joy and tourists’ satisfaction.
H2. There is a positive relationship between emotions of positive surprise and tourists’
satisfaction.
H3. There is a negative relationship between emotions of anger and tourists’ satisfaction.
H4. There is a negative relationship between emotions of sadness and tourists’
satisfaction.
H5. There is a negative relationship between emotions of fear and tourists’ satisfaction.

2.5 Tourists’ emotions and destination loyalty

Several psychologists suggest that emotions can elicit many responses between individuals
(Meyer et al., 1997; Izard, 2013; Plutchik, 1980). Meanwhile, loyalty can be considered as a
behavior or nonbehavioral response (Breiby and Sl atten, 2015), by this point and based on the
sort of emotions deriving, they may be followed by loyalty response (non/behavioral
response) (Bign
e et al., 2005). Positive emotions create a variety of results such as revisiting,
intentions to recommend and sharing experiences through social media (Lee et al., 2008;
Y€uksel, 2007; Ribeiro et al., 2018; Breiby and Sl atten, 2015). In a different light, negative
emotions also might create different types of responses such as switching intention to another
route, complaining behavior and negative WOM (Ouyang et al., 2017; Su and Hsu, 2013).
These positive or negative emotional outcomes, related to assessing person experiences,
predominantly result in comments that come to the person’s mind when he/she recalls the
situation or object (Johnston and Clark, 2008). This kind of comment that is appeared by
various several memories can be considered as a fundamental stimulus for activities (Izard,
2013). The current study associates activities to tourist loyalty toward the destination by
virtue of positive and negative emotion. Accordingly, the following hypotheses are
developed:
H6. There is a positive relationship between emotions of joy and destination loyalty.
H7. There is a positive relationship between emotions of positive surprise and
destination loyalty.
H8. There is a negative relationship between emotions of anger and destination loyalty.
H9. There is a negative relationship between emotions of sadness and destination
loyalty.
H10. There is a negative relationship between emotions of fear and destination loyalty.

2.6 Tourists’ satisfaction and destination loyalty

Tourists’ satisfaction toward a destination performs a primary role in the desire to spend
more money and share a positive WOM with one another (Prayag et al., 2017; Su and Hsu,
2013; Bign
e et al., 2005; Al-Msallam and Alhaddad, 2016). Further, the positive influence of
JHTI satisfaction on destination loyalty was demonstrated through a tendency to revisit that city

or country again. (Zabkar et al., 2010; Prayag et al., 2013).
3,5
Destination loyalty on the other hand is still a hot topic in tourism and destination context
(Tasci, 2017), since tourism researchers try to discover the main factors that create loyalty
behavior between tourists and particular destinations and how these can move the tourist
from just normal visitor to loyal visitor and act as an ambassador of this destination.
Although there are many variables that affect the level of loyalty among tourists such as
514 tourist characteristics (Alegre and Cladera, 2006), service quality (Lee et al., 2007) and price
fairness (Al-Msallam, 2015), there is broad agreement between tourism researchers that
satisfaction is the strong predictor of loyalty (Hosany et al., 2017; Y€ uksel, 2007; Su and Hsu,
2013). Accordingly, the next hypothesis is proposed:
H11. There is a positive relationship between tourists’ satisfaction and destination loyalty.

2.7 The mediating role of tourists’ satisfaction

The role of tourists’ satisfaction as a mediator variable between emotions and loyalty is still
under discussion between tourism researchers. We particularly note that several destination
studies confirm this mediation relationship (partial or full mediation) (Y€
uksel, 2007; Hosany
et al., 2017; Lee et al., 2008). Otherwise, Prayag et al. (2013) conducted a study related to
tourists’ emotions experience after visiting heritage site and found there is no mediating
effect of tourists’ satisfaction among emotions and behavior intention. They explained that it
could be because emotions play a key role for the tourist in determining his or her future
behavior in choosing a particular destination. For further verification, to the mediation role
that satisfaction may play, we proposed the following hypotheses:
H12. Tourists’ satisfaction mediates the relationship between tourists’ emotions
(positive and negative) and destination loyalty.

2.8 Perceived quality as moderator variable

The relationship among the quality of tourism services and tourists’ emotions began to
capture more interest from the tourism researchers. For instance, Ribeiro and Prayag (2018)
tested the impact of perceived quality on customer emotions at ethnic restaurant customers,
the results indicated that quality perceived by customers has a strong significant effect on
customer emotions. Study of Brunner-Sperdin and Peters (2009) also tested this relationship
and stated that the main factor influencing on hotel guests’ emotions is perceived quality.
Moreover, and based on the cognitive appraisal theory (Lazarus and Lazarus, 1991), if
tourists discover destination attributes beyond their previous expectations, a sense of
unexpected positive emotion (e.g. positive surprise) will arise, and vice versa (Tung and
Ritchie, 2011). In that effect, Wakefield and Blodgett (1999) and Sukanthasirikul and
Trongpanich (2015) argue that to enhance tourists’ appraisal emotions with a particular
destination, positive perception of quality of service is required by thorough screening of
entire attributes of the tourism experience. Based on this discussion and building upon
previous tourism studies, favorable perception of the quality of destination attributes is likely
to boost positive emotions among tourists; in parallel, unfavorable quality perception is likely
to increase negative emotions toward the destination, which in both cases leads to the effect of
tourists’ experience and its repercussions (e.g. dis/satisfaction and destination conversion/
loyalty). Hence, we propose the following hypotheses:
H13. Perceived quality moderates the effect of positive emotions (joy and positive
surprise) on tourists’ satisfaction, such that the positive effects of positive emotions
will be stronger at higher levels of perceived quality.
 H14. Perceived quality moderates the effect of negative emotions (anger, sadness and Impact of
fear) on tourists’ satisfaction, such that the negative effects of negative emotions tourists’
will be weaker at higher levels of perceived quality.
emotions

3. Research methodology
3.1 Data collection and sample 515
To test the hypothesis suggested earlier and collect data, quantitative questionnaire tool was
used. Prior to work by the final version of the questionnaire, two steps were conducted. First
of all, two marketing academics and seven postgraduate students were revising the
questionnaire to identify any language problems, breakdowns in the question-answering
process and other potential measurement errors (Olson, 2010). Many researchers use expert
reviewer notes as a pretesting approach to measure content validate (Breitsohl and Garrod,
2016). Secondly, the pilot-study test was carried out with 25 tourists in St. Gallen City,
Switzerland, randomly selected to complete the study questionnaire to measure how much
time the respondent need to answer all questions, clarify content, difficulty and instructions
(Malhotra, 2007). After the pretest data was dumped and analyzed, minor adjustments were
made to the study questionnaire and the final version was prepared.
Data was collected by distributing the questionnaire to tourists (intercepted at tourist
attractions) in four cities in Switzerland (St. Gallen, Zurich, Lucerne and Interlaken). Previous
destinations in Switzerland were chosen for many reasons. First, those destinations cover
major aspects of basic tourism product in Switzerland, such as beautiful landscapes
(mountains and lakes), heritage sites, museum and special sports activities such as hiking.
Second, those cities are considered the first target places by tourists when they decide to visit
Switzerland. Third, the cities were chosen to ensure coverage of several tourist nationalities,
which will allow us to avoid bias in responses, since some nationalities prefer particular cities
more than others. Study questionnaires were distributed personally by the author, and a total
of 400 questionnaires were distributed. Among completed survey forms, excluding those
with omissions or with randomly repeated answers, 346 copies valid to analysis were
obtained. Tourists from 43 nationalities participated in this study. Table 1 clarifies the
demographic characteristic results of the final sample.

3.2 Measure
The questionnaire used in our current study consists of five sections: (1) tourists’ emotions
(positive and negative), (2) perceived quality, (3) tourists’ satisfaction, (4) destination loyalty,
(5) demographic questions, as shown in Appendix. Tourists are required to mark their
agreement level of each item of section 1 on the five-point Likert scale from “not at all (5 1)” to
“extremely much (5 5)”; in sections 2–4, we changed the Likert scale five-point coding to
become “strongly disagree (5 1)” to “strongly agree (5 5).” This entire study variable
measured depends on a previously verified measure. Positive emotions measurement has two
indicators (joy and positive surprise), and every one of them was measured by five items that
were adapted from Prayag et al. (2013). To measure negative emotions, three indicators were
used (anger, sadness and fear) and the scales for those variables consisted of three items for
each of them, which were taken from the study Richins (1997); in the second section, perceived

quality measured through six items were taken from Zabkar 
et al. (2010). In this scale, Zabkar
and his colleagues tailored perceived quality items based on Buhalis’ (2000) classification for
the essence tourism experience components, respectively: accessibility, intangible amenities,
attractions, available accommodation packages, ancillary services and nonactivities. Three
items to measure tourists’ satisfaction were borrowed from Sun et al. (2013), who in turn
developed from studies of Lee et al. (2007) and Chen and Chen (2010). Destination loyalty was
JHTI Criteria Levels %
3,5
Gender Male 50.6
Female 49.4
Nationalities United States of America 12.4
China 10.7
Germany 9.5
516 Latin America 6.8
Australia 4.2
Africa 3.7
Middle East 2
Others 50.7
Age <25 15.9
25–44 43.7
45–64 32.9
≥65 7.5
Education Less than high school 2.9
High school graduate 11.6
Completed university 55.2
Technical training 4.6
Postgraduate 25.7
Annual income ($) <10.000 12.4
10.000–19.999 9.5
20.000–29.999 8.4
30.000–39.999 15
40.000–49.999 6.9
Table 1. 50.000–59.999 16.5
Demographic 60.000–69.999 9
characteristics of 70.000–99.999 8.7
participants >100.000 13.6

measured with four-item scales and was taken from Wu (2016), a comparable scale with the
same items for destination loyalty can also be found in the studies of Bigne et al. (2001).

3.3 Results
To test the relationships among the study variables and data analyses, we employed a SEM
(structural equation modeling) approach by using AMOS 24 (Anderson and Gerbing, 1988).
Many tourism studies used the SEM approach to data analysis (Mart
ın-Santana et al., 2017;
Ribeiro et al., 2018). Before testing the structural model, many tests on construct validity and
reliability were conducted, and to assess reliability, we tested Cronbach’s alpha for all latent
constructs; all Cronbach’s alpha values are greater than 0.80, which is considered an
indication of good internal consistency (Malhotra et al., 2003). For more verification, CR
(composite reliability) and AVE (average variance extracted) values were tested (Fornell and
Larcker, 1981), as we notice in Table 2 all CR values were greater than (0.70) and the results of
AVE test for all exceeded the threshold level (0.5) (Bagozzi and Yi, 1988). Convergent, together
with discriminant validity, was examined to assess the construct validity of a measurement
procedure (Campbell and Fiske, 1959). Factor loadings for all items exceed 0.60, which means
convergent validity for the study scale is confirmed building upon Fornell and Larcker (1981).
Another value, known as square root of the (AVE) test, is used as an indicator to measure
discriminant validity, based on the study of Fornell and Larcker (1981) when the square root
value of the (AVE) test for every construct is greater than the correlation between constructs,
and discriminant validity is achieved. Table 3 shows that the values of the square root value
 Factor
Impact of
Construct and items loadings α CR AVE tourists’
emotions
Joy 0.919 0.920 0.696
I feel joy toward Switzerland 0.868
I feel pleasure toward Switzerland 0.847
I feel cheerful toward Switzerland 0.862
I feel delight toward Switzerland 0.838 517
I feel enthusiasm toward Switzerland 0.890
Positive surprise 0.946 0.947 0.780
I feel fascinated toward Switzerland 0.889
I feel inspiration toward Switzerland 0.888
I feel surprise toward Switzerland 0.904
I feel astonishment toward Switzerland 0.881
I feel amazement toward Switzerland 0.915
Anger 0.982 0.982 0.949
I feel frustrated toward Switzerland 0.890
I feel anger toward Switzerland 0.912
I feel irritated toward Switzerland 0.890
Sadness 0.932 0.932 0.822
I feel depressed toward Switzerland 0.894
I feel sad toward Switzerland 0.882
I feel miserable toward Switzerland 0.877
Fear 0.973 0.974 0.900
I feel scared toward Switzerland 0.901
I feel afraid toward Switzerland 0.894
I feel panicked toward Switzerland 0.872
Perceived Quality 0.982 0.982 0.925
Easily reached destination 0.937
Overall cleanliness of the destination 0.952
Diversity of cultural/historical attractions 0.955
Quality of the accommodation 0.948
Friendliness of the local people 0.946
Opportunities for rest 0.953
Tourists satisfaction 0.846 0.846 0.792
My overall experience with Switzerland was higher than my 0.772
expectations
Visiting Switzerland was a wonderful experience 0.788
Switzerland is one of the best destinations I have ever visited 0.771
Destination loyalty 0.937 0.938 0.647
I would recommend others to visit Switzerland 0.676
Table 2.
I will visit Switzerland in the future 0.844 Construct reliability
Switzerland is my first choice among destinations 0.908 and convergent
I will say positive things about Switzerland 0.916 validity of the
Note(s): CR: Composite reliability, AVE: Average variance extracted, α: Cronbach’s alpha measurement model

of the (AVE) test are all greater than the interconstruct correlations; this is proof of
discriminant validity. The goodness-of-fit statistics of the measurement model indicated an
appropriate fit to the study data (Hoyle, 1995), as appeared in Table 4.
Based on the regression weight for the paths proposed in the conceptual model as shown
in Figure 2 and Table 5, nine casual relationships and three moderating effects were
statistically significant, while other relationships have no statistical effect. The effects of
positive emotions (joy and positive surprise) on tourists’ satisfaction were significant
(ß 5 0.112, p < 0.001; ß 5 0.115, p < 0.001), respectively. The effect of negative emotions
(anger, sadness and fear) on tourists’ satisfaction was also statically significant (ß 5 -0.179,
 3,5

518
JHTI

extracted
Table 3.
Correlation and
average variance
Joy Positive surprise Anger Sadness Perceived quality Fear Destination loyalty Tourists’ satisfaction

Joy 0.835
Positive Surprise 0.235*** 0.883
Anger 0.135* 0.119* 0.974
Sadness 0.087 0.130* 0.419*** 0.906
Perceived Quality 0.010 0.036 0.258*** 0.113* 0.949
Fear 0.005 0.132* 0.552*** 0.497*** 0.192*** 0.962
Destination Loyalty 0.093 0.117* 0.409*** 0.402*** 0.180** 0.416*** 0.890
Tourists’ Satisfaction 0.266*** 0.366*** 0.407*** 0.349*** 0.248*** 0.369*** 0.583*** 0.804
Note(s): * 5 p < 0.05; ** 5 p < 0.01; ***p < 0.001
p < 0.001; ß 5 -0.166, p < 0.05; ß 5 -0.133, p < 0.05), successively. Thus, H1, H2, H3, H4 and H5 Impact of
were confirmed. However, the effect from positive emotions (joy and positive surprise) to tourists’
destination loyalty was not significant (ß 5 -0.015, p > 0.05; ß 5 -0.031, p > 0.05),
consecutively. Therefore, H6 and H7 are not supported. Predictably, negative emotions had a
emotions
negative effect on destination loyalty (ß 5 -0.136, p < 0.05; ß 5 -0.286, p < 0.001; ß 5 -0.166,
p < 0.01), respectively, which means that H8, H9 and H10 were supported. Also, the path
between tourists’ satisfaction and destination loyalty was significant (ß 5 0.508, p > 0.001),
which means H11 was supported. 519
We ran a bootstrapping of specific indirect effects by reference to Hayes (2009) in order to
identify unique indirect effects for every mediation possible Table 6, and we found that the
tourists’ satisfaction plays a mediating role in the association between tourists’ emotions and
destination loyalty; accordingly H12 is confirmed. This mediating effect was a full mediation
on positive emotions case (joy and positive surprise), while in the path between negative
emotions (anger, sadness and fear), tourists’ satisfaction, destination loyalty, it was partially
mediated.
The moderated paths analysis findings demonstrated that the perceived quality had
effects on the relationships among negative emotions indicators (anger, sadness and fear) and
tourists’ satisfaction, in a row (ß 5 0.701, p < 0.001; ß 5 0.394, p <0.001; ß 5 0.473, p < 0.001),
implying that the perceived quality dampens the relationship between negative emotions

Fit index Recommended value Indices value

χ 2/df ≤3.00 1.703

GFI ≥0.80 0.884
CFI ≥0.90 0.976 Table 4.
TLI ≥0.90 0.973 Measurement model
RMSEA 0.05 to 0.08 0.045 fit index

Joy_x_PQ Positive Surprise_x_PQ

-0.1

-0.1
84

Joy
20

0.
11
Positive 2
Surprise -0.015
0.1
15
0.29 -0.031
0.44
Tourists’ 0.508 Destination
Satisfaction
Loyalty
9 -0.136
-0.17
Anger -0.286
6
.16 -0.1
66 Significant effects
-0
Sadness
.1 33 Non-Significant effects
-0
3

Fear PQ: Perceived Quality

0.47
48

0.394
1
0

0.70
-0.

Figure 2.
Perceived Structural model
Quality Anger_x_PQ Sadness_x_PQ Fear_x_PQ
JHTI
3,5 Path Coefficients T-Values
Tourists' Satisfaction Joy 0.112 3.311***
Tourists' Satisfaction Positive Surprise 0.115 4.844***
Tourists' Satisfaction Anger -0.179 3.498***
Tourists' Satisfaction Sadness -0.166 2.401*
Tourists' Satisfaction Fear -0.133 2.486*
Destination Loyalty Joy -0.015 -0.422ns
520 Destination Loyalty Positive Surprise -0.031 -1.229ns
Destination Loyalty Anger -0.136 2.521*
Destination Loyalty Sadness -0.286 3.947***
Destination Loyalty Fear -0.166 2.971**
Destination Loyalty Tourists' Satisfaction 0.508 9.107***
Tourists' Satisfaction Perceived Quality 0.048 2.879**
Tourists' Satisfaction Joy_X_ Perceived Quality -0.120 -0.994 ns
Tourists' Satisfaction Positive Surprise_X_Perceived Quality -0.184 -1.629 ns
Tourists' Satisfaction Anger_X _ Perceived Quality 0.701 6.812***
Tourists' Satisfaction Sadness_X_ Perceived Quality 0.394 3.573***
Tourists' Satisfaction Fear_X_Perceived Quality 0.473 4.399***
Table 5.
Regression coefficients Note(s): * = p ˂ 0.05;** = p ˂ 0.01; ***p ˂0.001

Indirect path Direct effect Indirect effect Rustle

Joy Tourists' Destination -0.018(ns) 0.068***
Full Mediation
Satisfaction Loyalty Signification
Mediation
Positive Tourists' Destination -0.053(ns) 0.099***
Full Mediation
Surprise Satisfaction Loyalty Signification
Mediation
Anger Tourists' Destination -0.126* -0.084***
Partial
Satisfaction Loyalty Signification
Mediation
Mediation
Sadness Tourists' Destination -0.185*** -0.055*
Partial
Satisfaction Loyalty Signification
Mediation
Mediation
Fear Tourists' Destination -0.0153*** -0.062*
Table 6. Partial
Satisfaction Loyalty Signification
Bootstrapping indirect Mediation
Mediation
effect with confidence
intervals Note(s): * = p ˂ 0.05; ***p ˂ 0.001

indicators (anger, sadness and fear) and tourists’ satisfaction. Consequently, H14 was
confirmed. Unexpectedly, there is no moderating effect toward the relationship among
positive emotions (joy and positive surprise) and tourists’ satisfaction; therefore H13 is not
supported. Simple slopes for all negative emotions indicators are just significant for a low
value [low-quality levels] (p < 0.001), respectively (Tables 7–9), but are not significant for a
high value [high-quality levels], one by one (p 5 0.33, p 5 0.81, and p 5 0.11). To better
understand the modified effect of perceived quality, we draw three graphic models of the
interaction among perceived quality and negative emotions indicators (anger, sadness and
fear) on tourists’ satisfaction, sequentially (Figures 3–5). What that means is perceived
quality plays moderating role between negative emotions and tourists’ satisfaction. In other
words, when tourists experience perceived low quality, the negative emotions’ (anger, fear
and sadness) impact toward their overall satisfaction will be increased and vice versa, when
tourists experience high quality, the negative emotions’ (anger, fear and sadness) impact Impact of
toward their overall satisfaction will be decreased. tourists’
Based on Chin (1998), the R2 values ranking to three categories were: 0.19 (weak), 0.33
(moderate) and 0.67 (substantial). In the current study, the model explains 29% of the
emotions
variance of the variable in tourist’s satisfaction and 44% of destination loyalty, which
indicates a fairly good predictability rate.
521
4. Discussion and conclusions
4.1 Conclusions
To discover the role of tourists’ emotions for enhancing overall the tourism trip experience,
and based on psychology theories related to human emotions, our study tried to test the

Fear Effect SE T p Table 7.

Conditional effect of
Low 0.419 0.042 9.783 0.000 fear on tourists’
Intermediate 0.179 0.412 4.331 0.000 satisfaction at
High 0.061 0.063 0.968 0.333 perceived quality

Sadness Effect SE T p Table 8.

Conditional effect of
Low 0.593 0.100 5.921 0.000 sadness on tourists’
Intermediate 0.286 0.055 5.177 0.000 satisfaction at
High 0.020 0.085 0.237 0.812 perceived quality

Anger Effect SE T p Table 9.

Conditional effect of
Low 0.518 0.060 8.531 0.000 anger on tourist’s
Intermediate 0.211 0.040 5.221 0.000 satisfaction at
High 0.095 0.059 1.591 0.112 perceived quality

Figure 3.
The interaction of
perceived
quality 3 fear for
predicting tourists’
satisfaction
JHTI findings of these theories in the tourism marketing context through a moderated mediation
3,5 model, by examining the relationships between tourists’ emotions (positive and negative),
tourists’ satisfaction (as mediating variable) and destination loyalty, with perceived quality
as moderator variable. The analysis results indicated that most hypotheses were supported.

4.2 Theoretical implications

522 The findings revealed, as we expected, positive emotions (joy and positive surprise) were a
good predictor of tourists’ satisfaction. That is compatible with previous destinations study
results (Hosany et al., 2017; Prayag et al., 2017). This result allows us to proclaim when
tourists received joyful and surprise emotions during their journey, they will be feeling a deep
sense of satisfaction and delight being an outcome of their time and efforts expended in
planning their trip and choosing this destination, which provided this blend of positive
emotions. On the other side, the results illustrated the negative direct effect of negative
emotions (anger, sadness and fear) on a tourists’ satisfaction. This finding contradicts some of
the findings of tourism researchers (Nawijn and Biran, 2018; Buda, 2015) that there could be a
few positive implications of negative emotions. There are nevertheless numerous tourism
studies attuned to the current study results (Hosany et al., 2017; Jang and Namkung, 2009;
Lee et al., 2008). A logical explanation of this negative relationship is when tourists face one or
more kinds of negative emotions during the journey, and contrary to their previous
expectations, that might create in them depression and disappointment, which lead finally to
feel resentment and dissatisfaction toward a particular destination.

Figure 4.
The interaction of
perceived
quality 3 anger for
predicting tourists’
satisfaction

Figure 5.
The interaction of
perceived
quality 3 sadness for
predicting tourists’
satisfaction
 In addition, outcomes emphasized that tourists’ satisfaction plays a key role in shaping Impact of
destination loyalty (Prayag et al., 2013; Y€ uksel, 2007) and the mediating role (full and tourists’
partially) between tourists’ emotions and destination loyalty (Hosany et al., 2017; Lee et al.,
2008), which supports the claim that if tourists reach a satisfaction level, they will be capable
emotions
of converting their emotions to visible behavior, such as revisiting the destination and telling
other friends about their experience. Insignificant direct effects between positive emotions
(joy and positive surprise) and destination loyalty were an unexpected result; the explanation
for that may be that those tourists get the same positive emotions from other destinations 523
visited before, especially from the nearest destination to Switzerland such as Germany,
France and Austria. Another possible reason could be individually related to the intent to try
and discover a new destination never visited before. On another front, the current study
confirmed the negative effect between negative emotions (anger, fear and sadness) and
destination loyalty, which is compatible with previous tourism and destination study
findings (Ouyang et al., 2017; Prayag et al., 2013). The logic behind this result is that when
tourists experience negative emotions, they will try to convert to a different destination in an
effort to reduce or delete this negative impact.
The effect posed by perceived quality as a moderating variable varies based on the type of
emotions (positive and negative). In the case of positive emotions (joy and positive surprise),
perceived high quality had not increased the effect of positive emotions to satisfaction. The
most likely explanation is that the highly competitive attitude in the tourism sector these days
has led many tourist destinations in the world to raise the quality of their services provided in
many areas. This convergence of high quality between destinations may have made tourists
give greater weight to the emotions they experience as a main determining factor of their level
of satisfaction. In negative emotions case (anger, sadness and fear), the perceived quality
effect would alleviate the negative relationship between negative emotions and the tourists’
satisfaction, but this effect was just statically significant in low value [low-quality levels]. The
results of our study clearly support Jang and Namkung’s (2009) findings in the restaurant
sector, where they found that the quality of the products offered may not be enough to create
positive feelings among restaurant customers, while low quality has caused negative
feelings.

4.3 Practical implications

The study results demonstrate that the pivotal role emotion plays in the tourists’ decisions-
making is obvious as it helps to decrease/increase satisfaction, consequently influencing
future behaviors, such as dis/loyalty toward the destination. Therefore, understanding this
role can facilitate the generation of a more customized emotional tourism offering. For
example, tourism marketers might amend their promotional offers to match the values and
traditions of existing and potential tourists. This allows a more pleasurable tourism
experience as tourists’ needs and desires are met satisfactorily, which in turn motivates them
to develop an emotional attachment with the tourism destination and leads at the end to their
satisfaction and loyalty. In addition, greater awareness of tourists’ emotions-making process
enables the marketers to develop marketing communications focusing on branding the
destination, effectively managing tourism sites and enhancing tourism product/service
design to avoid negative emotions and elicit positive emotions that enhance tourists’
emotional experiences, for instance, promoting more entertainment, culture and outdoor
activities (e.g. such as swimming in lakes, skiing, hiking, mountain climbing, parachuting,
water parks, experience of various Swiss food outlets, etc.).
Furthermore, to make positive emotions more concrete and solid, Switzerland’s tourism
marketers can design and promote tourism campaigns based on the country’s fabulous
nature and scenery. Exploitation into these sensorial attributes of the tourist experience
creates positive emotions, which last long, for example, distributing free cards bearing
JHTI images of Swiss nature or sharing souvenirs of Swiss tourism places, with writing the
3,5 welcoming remarks in the four official languages in Switzerland to confirm the distinctive
multiculturalism in Switzerland.
As Hosany et al. (2017) imply, the interaction between residents and visitors during their trip
is an important source of positive and negative emotions. Tourism marketers in Switzerland
can use this interaction to elicit positive emotions and decrease negative emotions by, for
example, organizing meetings, courses and workshops to train the local residents on how to
524 deal with tourists in ways that support their positive emotion toward Switzerland. In addition,
we also recommend that Swiss marketers focus more on attracting tourists to local festivals and
events such as the “OLMA fair,” since these kinds of festivals are generated by and for local
people, and it could be a great chance for the tourists to visit and learn more about Swiss culture
and serve as a stimulus for positive emotions toward the destination.
In addition to focusing on improving positive emotions, destination marketers should also
pay attention to the quality of the destinations as an important tool to decrease the effect of
negative emotions that a tourist might experience. Switzerland has a large possibility to
generate further value as a quality tourist destination, by reason of the appeal of its scenery,
its general atmosphere, the friendliness of its tourism staff and local residents and its rich
culture and environmental resources. From this perspective, we suggest that tourism
marketers in Switzerland have to promote, follow-up and update all destination quality
aspects, for example, by pursuing the availability, variety and quality of shopping, ensuring
or increasing the offering of public relaxing areas for tourists especially in summertime and
free of charge and by providing free Internet networks at airports and public utilities. In
addition, marketers should always regularly check the level of professional attitude and
behavior of tourism service employees, with an emphasis on courtesy, credibility and the
capacity to answer questions/provide information.
In sum, this study helps promote tourists’ loyalty toward the destination, especially
Switzerland, by re-forming a tourism policy, which takes into consideration the tourists’
emotions and their implications for business, cultural and environmental well-being.

4.4 Limitations and future research

This study included several limitations. First, the current study was implemented in the
summertime, which means it overlooks the tourists who come to Switzerland during
wintertime. Secondly, only the opinion of foreign visitors was taken, and the opinion of local
residents was excluded. In other words, domestic tourism, which is increasingly important in
Switzerland (Chen and Li, 2018), has been ignored. Third, prospective studies may add other
moderator variables, such as destination attributes, destination image, tourists’ gender and
destination attributes. Fourth, it’s worth noting that only two indicators were represented as
positive emotions in this study, therefore for better understanding the nature of positive
emotions, we recommend future research to add other indicators, for example, love (Prayag
et al., 2013) and pleasure (Bign
e et al., 2005). Finally, future studies can run the study on a
larger sample of tourists.

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Appendix
Supplementary material is appendix for this article

Corresponding author
Samaan Al-Msallam can be contacted at: samaan.almasalm@unisg.ch

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