An ERP Study Of Tourism Consumer Emotion Effects On Memory

Tourism activity is a kind of consumption experience full of sentiment feature.People in tourism activities experience complex emotional changes,such as pleasure,surprise,disappointment and regret.Speaking of consumption emotion,we naturally need to pay attention to "emotion ",which is one of the focuses in the field of psychology.Cognitive psychologists have long proposed that emotion can enhance individual memory,as the saying goes,“once bitten and twice shy”.This proverb is to convey the concept that once an individual has been hurt in some manner,he or she is likely to be very cautious of any situation that contains elements of that previous bad experience.It can be seen that the most reliable way for people to take a certain action is the experience in memory.Moreover,in the field of tourism research,although most scholars agree that satisfaction is the main index to predict tourists' consumption behavior(revisit decision-making,recommendation intention,etc.),foreign scholars have pointed out that compared with satisfaction,memory has higher stability.Therefore,Memory is also of great significance to tourists' consumption behavior.In addition,scholars used to discuss consumer emotion as a antecedent variable to influence the behavior of tourists after traveling.However,whether there are some intermediate or control variables play a role in the influence of consumer emotion on subsequent consumer behavior,such as age and gender.Thus,the further exploration of control variables or intermediate variables will help to clarify the mechanism of the influence of consumer emotion on subsequent consumer behavior.Overall,based on the theory of emotional cognition and the theory of enhancement effects in emotional memory,the research method of using event related potentials is adopted to simulate the process online hotel booking,we try to induce the positive and negative consumer sentiment of the subjects,aiming to explore the relationship between tourism consumer emotion and individual memory from the perspective of implicit and explicit memory.Finally,it tries to put forward some targeted development strategies for the tourism operators from the perspective of emotional memory.The following conclusions are drawn from two experiments:(1)Under the experimental situation of luxury hotel,tourism consumption emotion can affect individual explicit memory.(2)Under the experimental situation of luxury hotel,positive consumption emotion has more advantages in enhancing individual memory than negative consumption emotion.(3)Tourism consumption emotion will not affect individual implicit memory.Based on the research conclusion,the following suggestions can be proposed from the following two aspects.On the one hand,we can start from the perspective of arousing tourists' positive emotions,so as to enhance their positive tourism memory:(1)pay attention to the emotional management of service personnel;(2)avoid exaggeration and propaganda;(3)improve tourists' smooth experience.On the other hand,according to the characteristics of implicit memory,which is stable and not easily affected by the surrounding environment,combined with the tourism consumption activity scene,this paper proposes the measures of tourism product promotion and tourism advertising design using implicit memory.