Matching emotion regulation strategies with specific emotions in tourist experiences

PurposeThis study delves into the intricate relationship between specific positive and negative emotions experienced by tourists during their vacations and the corresponding emotion regulation strategies they employ. Drawing from emotion regulation theory, we examine the nuanced impact of various strategies on tourists' emotional experiences, thereby advancing our understanding of emotion dynamics in the context of tourism.Design/methodology/approachData were gathered through an online survey and travel diaries, subsequently analyzed using linear mixed-effects models.FindingsOur findings underscore that emotion regulation strategies exert a significant influence on both positive and negative emotions. Furthermore, we identified that different strategies correlate uniquely with specific emotions. For instance, the deployment of Expressive Suppression, Savoring, and Stimulus Control strategies notably amplifies the intensity of joy.Practical implicationsThis study recommends that tourism managers design experiences that evoke positive emotions through curated sensory cues, storytelling, and stress-free service offerings. Tourism managers should prioritize stress-free services, guide tourists in expressing themselves, and train service providers to manage emotions effectively, thus promoting positive emotional interactions and improving overall customer satisfaction.Originality/valueTheoretically, this research enriches the emotion regulation literature by contextualizing it within the tourism domain, highlighting the differential effects of regulation strategies on diverse emotional experiences. From a practical standpoint, these insights can guide practitioners in crafting targeted marketing strategies and empower tourists with knowledge to select optimal strategies for enhancing their emotional well-being during vacations.