Is emotional connectedness possible in Tourism? An examination of Residents' Emotional Attitudes and Behaviour Towards Tourists.

Abstract

This study examines the influence of residents' emotions on their relationships with tourists, focusing on three core constructs: welcoming nature, emotional closeness, and sympathetic understanding. A quantitative research design was employed, drawing responses from 650 residents of the Kwahu Traditional Area. The Discrete Emotion Scales were utilised to assess various emotional states, with data collected through self-reported questionnaires and interview guides. Findings indicate a notably high level of emotional connectedness within the Emotional Solidarity Scale's three-factor structure, with welcoming nature receiving the highest endorsement, followed by emotional closeness and sympathetic understanding. Among these, residents expressed the strongest emotional bond with tourists in the dimension of welcoming nature. The study underscores residents’ emotional attachment to tourists, particularly in their openness and receptiveness, which can significantly enhance efforts to attract and retain visitors. These insights offer valuable implications not only for destination management and branding strategies but also for helping tourists form realistic and informed perceptions of the destination.