Using Data Mining to Determine Attachment Factors in Tourism: Gauging Affective Consumer Behaviour

Tourism experiences inevitably evoke affective consumer reactions i.e. pleasure or displeasure. Their impacts on consumer satisfaction and emotional attachment to places in a tourism, leisure or recreational context are subsequently of crucial importance in tourism marketing. Earlier research on this topic shows that the stimulus of an affective tourism experience may extend far beyond short-term effects such as satisfaction. Therefore, long-term customer relationships i.e. attachment have to be investigated more closely, especially with respect to the interrelationships among influencing factors.