Tourist emotion-learning nexus: A case of Sertar, China

This paper discusses the nexus between tourists' emotions and learning at a religious site, Sertar, in China. Based on Kolb's learning cycle, this qualitative study proposes a conceptual framework regarding the connections between tourist attraction stimuli, tourist emotions, and tourist learning outcomes. The findings reveal that tourists have experienced mixed and intense emotions and obtained valuable learning outcomes, including changes in attitudes toward life, changes in attitudes toward others, changes in values and beliefs, and cross-cultural awareness. Tourist emotions play a vital role in triggering reflection and further generating transformative learning. Negative emotions could also result in positive learning and future behavior intentions. Practical implications are offered to destination marketers to design experience products and individuals seeking learning and eudaimonia.