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A coherent body of research in marketing has explored the role emotion plays in consumer experiences. Emotions are defined as states characterized by episodes of intense feel-ings associated with a specific referent and instigate specific response behaviors (Cohen and Areni 1991). In recent years, a number of studies have recognized the significance of emotion in tourism (e.g., Gnoth 1997; Goossens 2000). For example, Bigné and Andreu (2004) establish that emotions can be used as segmentation variable for leisure and tourism services. Chhetri, Arrowsmith, and Jackson (2004) demon-strate tourists can be classified in terms of the nature and magnitude of their emotions experienced while hiking in nature-based destinations. Other studies have examined the influence of emotions on decisions to purchase tourism and leisure services (e.g., Chuang 2007; Kwortnik and Ros