Exploring Emotional Synchrony in Tourism Memory Sharing
Document information
| Author | Professor Emma Wood |
| School | Leeds Beckett University |
| Year of publication | 2019 |
| Place | Leeds |
| Document type | Article |
| Language | English |
| Number of pages | 53 |
| Format | |
| Size | 363.51 KB |
- tourism memories
- emotional synchrony
- collective experience
Summary
I. Introduction to Emotional Synchrony
The concept of emotional synchrony is pivotal in understanding how shared memories shape tourism experiences. This section delves into the collective emotion theory proposed by Durkheim, which posits that emotions are not merely individual experiences but are often shared within social contexts. The act of sharing memories allows individuals to confirm and adapt their emotional recollections, leading to a consensus on how past experiences are felt. This process is crucial in tourism, where experiences are often rich in emotion and anticipation. The malleability of memory plays a significant role, allowing individuals to reshape their recollections based on social interactions. As noted, "the intensification of socially shared emotions... strengthens perceived similarity, unity, and entitativity with the group." This highlights the importance of social connections in forming a cohesive narrative around tourism experiences, ultimately fostering a sense of belonging among participants.
1.1 The Role of Memory in Tourism
Memory serves as a cornerstone in the tourism experience, influencing how individuals perceive and recount their journeys. The anticipation of shared memories can drive consumer behavior, as individuals seek experiences that promise emotional richness. The social memory aspect emphasizes how collective recollections can enhance the perceived value of tourism experiences. Research indicates that the shared emotional experience is a key motivator for travelers, as it creates a bond among participants. The paper argues that understanding the dynamics of memory sharing can lead to better marketing strategies for tourism practitioners. By recognizing the significance of attitude conformity in group settings, marketers can tailor experiences that resonate on an emotional level, thereby enhancing customer satisfaction and loyalty.
II. Theoretical Perspectives on Emotional Memory
Exploring the theoretical frameworks surrounding emotional memory reveals insights into how collective experiences are formed. The works of Halbwachs on collective memory and Jedlowski on social memory provide a foundation for understanding the social dimensions of memory consumption. These theories suggest that memories are not static; they evolve through social interactions and shared narratives. Kahneman's research on hedonic psychology further illustrates how future happiness anticipation influences present decisions, particularly in tourism contexts. The anticipation of positive experiences can shape how memories are formed and recalled, often leading to a more favorable recollection of events. This section emphasizes the need for a nuanced understanding of how memory malleability affects consumer behavior in tourism, highlighting the importance of social contexts in shaping emotional experiences.
2.1 Implications for Tourism Marketing
The insights gained from the exploration of emotional memory have significant implications for tourism marketing strategies. By understanding the dynamics of shared emotional experiences, marketers can create campaigns that resonate with potential travelers. The concept of neo-tribes—groups formed around shared interests—can be leveraged to foster community among travelers. This approach not only enhances the emotional appeal of marketing efforts but also encourages repeat visits and brand loyalty. The creation of communities based on shared memories can lead to a more engaged customer base, as individuals seek to relive and share their experiences. The paper suggests that tourism marketers should focus on crafting narratives that highlight the emotional aspects of travel, thereby tapping into the collective memory of their audience.
Document reference
- I remember how we all felt: Perceived emotional synchrony through tourist memory sharing (Wood, E)
- Emotional synchrony and collective gatherings (Páez, R., Rimé, B., Basabe, N., Wlodarczyk, A., Zumeta, L.)
- The importance of emotions within memory and the malleability of memory in relation to tourism experiences (Pearce, P., Packer, J.)
- Hedonic psychology on the effect of future happiness anticipation on present decisions (Kahneman, D., Tversky, A.)
- The neglected area of co-creation of collective experience (Caru, A., Cova, B.)