Shared Tourism Memories: Emotional Synchrony

This section introduces the core theoretical framework of the research, utilizing Durkheim’s theory of collective emotion and the concept of perceived emotional synchrony to understand tourism memories. The central question explored is how and why individuals agree on their feelings when recalling past tourism experiences. A key argument is that this agreement isn't necessarily reflective of the actual feelings experienced at the time, but rather a result of the malleability of memory, allowing for emotional synchrony to be constructed retrospectively. This post-consumption merging of emotional experiences is driven by a fundamental human desire for community and social belonging. The implications for tourism practitioners are highlighted, emphasizing the significant value placed on the belief in a shared emotional experience by consumers. The creation of a ‘shared memory economy,’ based on the synchronization of memories, is discussed as a significant outcome of this shared experience.

This section emphasizes the practical implications of the research for tourism marketers. The focus is on the true value proposition for the consumer – the belief in a shared emotional experience. This value is not simply about the objective aspects of the tourism experience, but rather the subjective, socially constructed memories that arise from sharing those experiences with others. The section suggests that tourism marketers should focus on facilitating and enhancing these shared emotional experiences, recognizing that they contribute significantly to customer satisfaction and loyalty. The paper further suggests that understanding the dynamic process of memory sharing, agreement, and the development of a ‘shared memory economy’ can significantly inform the design and marketing of tourism products and destinations, ultimately influencing consumer choices and creating lasting impact. The synchronization of memories, therefore, becomes crucial for effective marketing.

This section reviews existing literature related to the social dimensions of emotional memory consumption, drawing upon various theoretical perspectives. It discusses seminal works on collective memory (Halbwachs, 1950) and social memory (Jedlowski, 2001), highlighting their relevance to understanding the social construction of tourism memories. The paper also examines concepts from sociopsychology, such as collective emotion and memory sharing (Páez et al., 2015; Von Scheve and Ismer, 2013; Collins, 2004), and memory malleability (Edelson et al., 2011). Kahneman’s work on hedonic psychology is integrated to illustrate the non-linear relationship between experienced events and their subsequent recollection, particularly how the anticipation of future happiness shapes present decisions. This review serves to establish a strong foundation for the proposed research, showcasing relevant prior work in the fields of memory studies, sociology, and tourism research. It aims to identify research gaps and positions this research within the broader scholarly conversation.

This section explores the motivational aspects driving shared memory creation and emotional synchrony in the context of tourism. The key argument is that a strong desire for belonging and a sense of community encourages individuals to share their affective experiences. This sharing, in turn, leads to a perceived emotional synchrony with others, even if such synchrony wasn't initially present during the actual experience. The role of attitudes and attitude conformity is discussed, suggesting that shared attitudes contribute to a sense of belonging, while the desire for belonging fosters attitude conformity. This teleological process is facilitated by memory malleability, which allows individuals to reduce cognitive dissonance and feel more in tune with those they wish to belong with. The researchers hypothesize that the pursuit of emotional congruity is fundamentally driven by the need for a sense of belonging, as highlighted in the literature (Pinel et al., 2006). The synchronization of emotional memories serves as a powerful mechanism for achieving this sense of existential connectedness.

This section briefly outlines the research methodology, focusing on the literature review conducted to conceptualize the process of emotional memory sharing. The review encompassed various areas, including collective memory, emotion and memory, collective emotion, memory malleability, and memory sharing. These topics guided the search terms used in several academic databases (EBSCO, Google Scholar, Ingenta Connect, and Scopus). The search also included broader works and those specifically related to tourism, travel, leisure, and events. This methodical literature review identified key gaps in existing tourism research concerning the interplay between collective memory and emotion, particularly the under-exploration of how shared memories influence experience design and management. This section highlights the systematic approach to data gathering and the identification of significant knowledge gaps that the proposed study will aim to address. The research therefore attempts to fill identified gaps and provide a more complete understanding of collective memory in the field of tourism.

This section introduces the central theme of the paper: how memories of past emotions are constructed, confirmed, adapted, and ultimately agreed upon through sharing with others. The research focuses on tourism experiences, exploring how these experiences contribute to the formation of shared narratives and collective memory. The study highlights how travel and tourism often generate social settings conducive to memory sharing, building upon existing work on emotional synchrony and collective gatherings (Páez et al., 2015). A key concept is ‘perceived emotional synchrony’, which is defined as the intensification of socially shared emotions, strengthening perceived similarity, unity, and group identity. The section sets the stage for a deeper understanding of how these shared emotional experiences evolve over time through social interaction, forming the basis for shared social memory within tourism.

This section explores the fundamental human drive to belong as a key motivator for sharing affective tourism experiences and reaching a consensus on those experiences. The desire to belong often leads to the development and reinforcement of common attitudes within a group. Memory sharing becomes a crucial mechanism for confirming and creating these shared attitudes, effectively strengthening the sense of belonging. The concept of a malleable memory is central here – it allows individuals to reduce cognitive dissonance and align their memories with the group's shared perceptions. The section argues that a shared understanding of emotions isn't simply a reflection of objective reality, but rather a socially constructed process of achieving a sense of ‘existential connectedness’ (Pinel et al., 2006). This drive for belonging, therefore, shapes the very process of remembering and recounting tourism experiences.

This section reviews relevant existing research on memory sharing within tourism, examining the attitude-changing effects of post-trip sharing of emotional experiences. The authors note previous studies (McCabe and Foster, 2006; Tung and Ritchie, 2011) demonstrating that sharing both positive and negative emotions can ultimately enhance overall evaluations of the experience. This reinforces findings that sharing emotions leads to stronger emotions and collective memories (Rimé, 2017). The section considers the broader social and psychological aspects of memory sharing in tourism, including its impact on attitude formation, the creation of communities around shared interests, and its role in shaping individual self-esteem and social status. The study of word-of-mouth marketing, particularly ‘braggart’ word-of-mouth, is also briefly mentioned, illustrating how memory sharing can be used strategically to gain social influence and enhance self-image (Gannon et al., 2019).

This section addresses the influence of social media on memory sharing within tourism. It discusses the growing importance of social media in shaping the symbolic value of travel experiences and how sharing these experiences online influences travel intentions (Boley et al., 2018). The anticipated positive social media feedback from sharing travel experiences is identified as a significant driver of destination choice. The section acknowledges the work of Williams, Stewart & Larsen (2012) in highlighting the need for further research on the anticipated social returns from travel, especially in relation to online image curation. By focusing on how consumers actively share and curate their travel memories on social media, this section emphasizes the impact of these platforms on shaping collective tourism narratives, consumer behaviour, and the overall perception of destination value. It reveals the growing importance of social validation as a motivator for travel decisions.

This section explores the significant influence of pre-trip anticipation on the formation and recollection of tourism memories. Research findings (Servidio and Ruffulo, 2016; Perugini and Bagozzi, 2001) indicate that what is anticipated before a trip often strongly shapes the remembered experience, even overriding aspects of the actual experience. This suggests that individuals actively construct their memories, partially influenced by their pre-trip expectations. The act of anticipating future positive memory sharing is positioned as a key motivator for current consumer decisions regarding travel plans. This highlights that the memory of the experience, more than the experience itself, is a significant aspect of the tourism product. The section introduces the concept of ‘empty memory pockets’ created by anticipation, which are subsequently filled during and after the travel experience. This phenomenon suggests a proactive role of the individual in shaping their recollections.

This section delves into the concept of memory malleability and its effect on shaping tourism memories. The malleability of memory is presented as a crucial element in the formation of shared, positive recollections. Even negative experiences can be reinterpreted and rendered positively over time, particularly when shared with others. This process is explained in part by the human tendency to focus on positive aspects of the past, improving present well-being (Olick and Robbins, 1998). The section emphasizes the role of ‘memory talk’ and ‘conversational remembering’ (Welzer, 2010) in the creation of simplified, cohesive narratives – ‘mythic archetypes’ (Novick, 1994) – which are more influential on revisit intentions than immediate post-trip memories. This malleability allows for the adaptation of memories to fulfill various needs, be it enhancing well-being or conforming to social norms. The section highlights that the recounted memories are often less about objective accuracy and more about creating a desired narrative.

Building upon the concept of memory malleability, this section discusses the dynamic nature of emotions in memory and their impact on consumer behavior. Gao and Kerstetter’s (2018) research on emotion regulation shows how memories are actively shaped to serve future needs, with emotions often shifting over time (e.g., from sad to happy). This dynamic process influences how tourism experiences are remembered and subsequently shapes consumer attitudes and behavior. Sharing memories of a tourism experience is linked to positive emotions and mood (Tung et al., 2017), and this can lead to a greater likelihood of future purchases from the remembered location (Yin, Su, and Poon, 2017). This illustrates how the malleability of memory, combined with social sharing, actively contributes to the commercial success of certain tourism destinations and products, by influencing consumer decision making and creating a positive feedback loop.

This section introduces the concept of mental time travel as a vital aspect of human evolution (Suddendorf and Corballis, 2007) and its influence on how we perceive and remember past experiences. The section explains how mental time travel shapes our thinking about the past in relation to the future, and vice versa, diminishing the significance of the present. Anticipation becomes a key component in the creation of memories, essentially pre-shaping the landscape of remembrance. This concept underscores the proactive role of the individual in constructing memories, and emphasizes the importance of anticipation in the formation of both personal and collective travel narratives. The section suggests that memories, especially anticipated memories, are not merely passive recollections but rather actively constructed elements of our subjective experience, shaped by our desires and expectations.

This section introduces a novel conceptual process model designed to explain emotional memory synchrony in tourism. The model integrates established knowledge on emotion, social memory, and memory malleability to address a previously under-researched aspect of the visitor experience. The model aims to depict the process of emotional memory synchrony, highlighting areas for future research and showcasing the potential for wider application in consumer studies, management, and sociological theory. The model is presented as a hypothesis, aiming to provide a framework for understanding the complex interplay of factors shaping how tourists remember and share their emotional experiences. By offering a systematic framework, the section lays the groundwork for a more comprehensive understanding of the phenomenon, identifying specific aspects warranting further investigation.

This section delves into the complex interplay of emotions during an emotion-rich shared experience. It emphasizes that individual emotional responses are significantly influenced by the perceived emotions of those around us, creating a dynamic interaction. The section uses examples to illustrate how social pressure to conform to group emotional responses can impact an individual's experience (Stieler and Germelmann, 2016). Cultural norms and social desirability bias also influence how individuals express and perceive emotions (Russell, 1991). The section highlights the intricate relationship between personal feelings, displayed emotions, and the perception of others' emotions (Wearing and Wearing, 2011), suggesting that emotional synchrony could be a result of mirroring or adopting others' responses. This adoption, even if initially feigned, can lead to a genuine feeling and remembrance of the emotion, showing the potential for emotional memory synchrony to begin before the actual sharing of the memory (Iacoboni, 2007; Miao and Mattila, 2013; Wong and Chang, 2009).

This part of the conceptual model integrates Durkheim's concept of effervescence (Durkheim, 1912) to explain how collective experiences intensify emotions. Effervescence, occurring in shared, collective events, is presented as a mechanism that reinforces and concentrates feelings, whether positive (joy) or negative (anger). The intensification of emotion is presented as a collective phenomenon, arguing that stronger emotions are rarely felt in isolation. The section suggests that social interaction is crucial in generating intense emotional responses such as joy, anger, hate, or love (Jasper, 1998). This concept is important in understanding how the collective nature of tourism experiences amplifies emotional responses, leading to more memorable and shared experiences. This collective intensification of emotions directly contributes to the strength and durability of collective memories formed during tourism.

This section examines how post-experience factors shape emotional memories. It recognizes that feelings about an experience can significantly shift after the event. Factors such as online reviews, conversations with others, and subsequent experiences all influence the way a tourism experience is remembered (Liang, 2016; Tanford and Montgomery, 2015). Later experiences are highlighted as having a stronger effect on emotional memories than earlier ones (Kahneman and Egan, 2011). The section observes a tendency for memories to coalesce towards positivity (Servidio and Ruffulo, 2016; Tung and Ritchie, 2011), with negative aspects often downplayed or even transformed into positive recollections, especially when shared within social groups. This illustrates how shared memories are not simply a reproduction of the past, but rather a dynamic construction influenced by social interaction and subsequent experiences, underscoring the malleability of memory.

This concluding section summarizes the key insights derived from the proposed conceptual model. It highlights that memory details, rather than accuracy, increase with time, with false memories being created subconsciously through sharing and subsequent experiences. The model illustrates how memory sharing solidifies emotions into attitudes, a process accelerated by frequent sharing with many people. Furthermore, the model points to the active pursuit of perceived emotional synchrony in shared memories, which often solidifies months after the experience. Finally, the remembered emotion is less attributed to the event itself or individual experience and more shaped by social consensus. The section then calls for future research, suggesting the hermeneutic paradigm as a suitable approach given the complex interplay of past, present, and future emotions, and the fluid nature of memory. The research emphasizes the importance of longitudinal, in-depth studies, especially cross-cultural analyses, to further deepen our understanding of emotional memory synchrony in tourism.

This section summarizes the paper's key finding: the significant, yet often overlooked, value of social emotional memories in tourism. It builds upon existing research acknowledging the strong link between value and emotion in tourism (Gnoth, 1997; Prebensen, Vittersø, and Dahl, 2013; Arnould, Price, and Malshe, 2006), emphasizing that emotions are a vital customer resource in value creation. The paper argues that shared emotional memories are a crucial aspect of this value creation, a factor currently under-researched. By drawing together theoretical concepts from sociology and consumer psychology, the research proposes a novel conceptualization of the process and drivers of emotional memory synchrony. This contribution underscores the need for a deeper understanding of the social and emotional dimensions of the tourist experience, moving beyond a purely transactional perspective of tourism value.

This section outlines a future research agenda focusing on emotional memory synchrony within the tourism context. It suggests that a hermeneutic paradigm, with its emphasis on the interplay between context and interpretation, is particularly well-suited to this area of research. This approach is deemed appropriate given the complex interplay between future, present, and past emotions, and the dynamic nature of memory. The authors cite Jedlowski (2001:41) to highlight the hermeneutic approach's suitability to social memory studies: 'the past structures the present through its legacy but it is the present that selects this legacy, preserving some aspects and forgetting others, and which constantly reformulates our image of the past by repeatedly recounting the story.' The section further proposes incorporating social interaction analysis to understand how collective emotional memories are established and maintained within groups. Specific research suggestions include longitudinal in-depth case studies across different groups and cultures, exploring potential cultural variations in memory formation and sharing, using big data to analyze social media narratives, and ethnographic studies to better understand memory coalescence.

This concluding section reiterates the paper's central argument: the paramount importance of shared, emotion-rich memories in tourism. It connects this to Kahneman and Egan's (2011) perspective on the future as ‘anticipated memories,’ emphasizing that memories, particularly those shared, become the most valuable product the tourism industry can provide. The study suggests that the actual travel experience is a mere instrument for creating these valuable memories. This section highlights the need for a more holistic view of tourism, integrating the social and emotional dimensions alongside the purely transactional. The research underscores the necessity of focusing on creating experiences that generate memorable, sharable, emotion-rich narratives, thereby enhancing the overall value and appeal of the tourism product.