Emotion and reason in the buying process of tourist product

The hypothesis of the research is to verify how emotional and motivational mechanisms, compared to the reasonable ones, result to be crucial in the choosing moment of the tourist packet. In the tourist’s mind the mental image of the place for the holiday gets a fundamental role in the choosing process, influencing the consumer’s behaviour and decisions making. If the subject let itself convinced by emotional aspects of the mental image perceived related to the places, advertising will try to avoid reasonable processes in order to emphasize the emotional ones. The results indicate that psychological aspects as motivation and emotion influence the buying process of tourist product. They are important aspects because influence the modalities of fruition and of choice of the final destination. More precisely, the relationships between motivation and emotion provide the pull necessary to persuade a subject to choose a determined destination. In this vision, we find that different elements attract tourist, such as sceneries to be seen, activities to be taken and experiences to remember. Finally, we find that the last experience has a very important relationship with cognitive and affective aspects in order to choose the next tourist product.