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EMAC 2021 Regional Conference

Using Automated Facial Expression Analysis to Explore How Emotions Affect Tourists’ Behavioral Intentions in Times of Crisis

Published: September 22, 2021


Lorena Gomez-Diaz, University of Vienna ; David Bourdin, FHWien der WKW; Ilona Pezenka, FHWien der WKW University of Applied Sciences for Management & Communication


basic-emotions; artificial-intelligence; tourist-behaviour


This paper analyzes intention to visit and intentions to recommend a destination in times of a global pandemic. It is hypothesized that negative basic emotions automatically triggered by the crisis will moderate the effect of emotions elicited by cognitive evaluations about a destination differently, depending on whether the destination is one own’s country or a foreign country. Specifically, we empirically found that anger moderates the effect of admiration on both intentions to visit and intentions to engage in positive word-of-mouth. By analyzing the different appraisal tendency and type of emotions, we provide specific recommendations for marketing strategies and market segmentation.