Purpose: This paper aims to stimulate the discussion in the fields of hospitality, tourism and leisure on what exactly constitutes “an experience” and how to measure it; the authors unpack the experience construct into its core constituent elements, namely, emotions.Design/methodology/approach: The paper reviews insights from psychology and cognitive neuroscience that define experiences as a fine-grained temporal succession of emotions that occur during an experiential episode. Limitations of current methods for measuring experiences are discussed, after which biometric and neuroscientific methods are reviewed that are optimally geared toward measuring emotions, as they occur during an experience with fine temporal detail.Findings: An overview is presented of the available studies within the fields of hospitality, tourism and leisure that use these methodologies. These studies show that using these methodologies provides a fruitful methodological approach to measuring experiences in real time.Practical implications: Companies are constantly seeking to create memorable experiences for their customers. The proposed research methodologies allow companies to get a more fine-grained image of what impacts customers over the course of their experience and to actively integrate the use of emotions into creating experiences, as emotions are key to making them memorable.Originality/value: The paper sketches the contours of a rapidly emerging framework that unpacks memorable experiences into their constituent element – emotions. It is proposed that this will contribute to a deeper understanding of how consumers experience offerings in the hospitality, tourism and leisure industry.

Are tourists who take more photos happier? Our study investigates the relationship between tourists’ photographing and happiness based on two proposed theories: photographing as a behavior that society expects from tourists, and photographing as a mechanism for social interaction. Questionnaires measuring photographic behavior and components of happiness such as positive emotions and life satisfaction were collected from 417 tourists at three destinations in the Netherlands. Additionally, we carried out participant observation to explore the potential roles of fulfilling cultural expectations and social interactions. We found a positive relationship between photography and tourists’ levels of happiness. People who take more pictures on holiday and rate photographing to be important experience more positive emotions and a higher life satisfaction, respectively. The participant observation data reveal that this relationship is strengthened when photography is used to build relationships, but weakened when people photograph to fulfill cultural expectations.

Tourism experiences, also called vacations, are known to boost subjective well-being, although it has been argued that the effects are primarily affective in nature and short-lived. We argue that this is a methodological artifact due to the brief duration—1 year or less—of almost all extant longitudinal studies of tourism experience effects. Based on broaden-and-build and personal resource theories, we hypothesize that tourism experiences contribute to both affective and cognitive components of subjective well-being over a multi-year timespan. Using random intercept cross-lagged panel models, we tested these hypotheses in 8 years of panel data based on a representative sample of the population of the Netherlands. We found both between- and within-individual effects of vacation frequency on cognitive as well as affective well-being. More frequent vacationers experienced higher life satisfaction and lower negative affect, while the average participant also experienced slightly higher life satisfaction and positive affect following a year with higher vacation frequency. Increases in life satisfaction also predicted more frequent vacationing in a following year, consistent with an “upward spiral” pattern of improving well-being based on accumulation of positive experiences, as suggested by the broaden-and-build theory.

Emotions embody the value in tourism experiences and drive essential outcomes such as intent to recommend. Current models do not explain how the ebb and flow of emotional arousal during an experience relate to outcomes, however. We analyzed 15 participants’ experiences at the Vincentre museum and guided village tour in Nuenen, the Netherlands. This Vincent van Gogh-themed experience led to a wide range of intent to recommend and emotional arousal, measured as continuous phasic skin conductance, across participants and exhibits. Mixed-effects analyses modeled emotional arousal as a function of proximity to exhibits and intent to recommend. Experiences with the best outcomes featured moments of both high and low emotional arousal, not one continuous “high,” with more emotion during the middle of the experience. Tourist experience models should account for a complex relationship between emotions experienced and outcomes such as intent to recommend. Simply put, more emotion is not always better.