Emotions in segmentation -: An empirical study

This paper presents an empirical study into tourist segmentation based on consumption emotions evoked by the enjoyment of leisure and tourism services. The research was conducted with 400 tourists visiting attractions. Taking as a basis the bidimensional approach to emotions-pleasure and arousal dimensions-the results provide support for the suitability of emotions as a segmentation variable. Those experiencing greater pleasure and arousal showed an increased level of satisfaction as well as more favorable behavioral intentions, meaning loyalty and willingness to pay more. Among the recommendations directed towards service organizations is the incorporation of affective variables into their market research.