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EMAC 2024 Annual


From co-creating experiences to co-creating emotions: The role of Destination Love as a holistic concept.
(A2024-119613)

Published: May 28, 2024

AUTHORS

DIMITRA MARGIETA LYKOUDI, UNIVERSITY OF PIRAEUS; Georgia Zouni, University of Piraeus; MARKOS TSOGAS, University of Piraeus

ABSTRACT

The foundational role of interpersonal love has long been acknowledged in brand love literature. However, recent scholarly investigations (e.g., Langner, Schmidt & Fischer, 2015) have brought to light distinctions in the emotions evoked by brand and interpersonal love, with interpersonal love often characterized by higher emotional intensity. This study delves into the comparative analysis of brand, destination, and interpersonal love, by exploring dimensions as intensity, complexity, objectivity, and vagueness. This marks the inaugural scholarly endeavor to juxtapose these three love concepts in diverse contexts. The findings reveal interpersonal and destination love exhibit more similarities than differences, contrasting with the relationship between brand love and interpersonal love. This research highlights the importance of the findings for academics and practitioners, by emphasizing the need to introduce the concept of “co-cremotion” in tourist destinations.