This paper investigates the role of emotion in the ethical choice processes of tourists. Specifically, it explores how hedonism is experienced and the links between hedonic experiences and intentions for future ethical behaviour. It adopts an interpretative phenomenological analysis (IPA) approach to examine the experience of emotion in self-defined ethical tourists' consumption of places. The findings highlight that emotionally charged experiences are powerful motivators of consumers' ethical choice. It identifies the role hedonism plays in rationalizing and reinforcing current and intended ethical behaviour. Finally, the paper discusses the importance of emotional experiences as a source of hedonic value in engaging individuals in consumption encounters.

Abstract:Research on customer value creation in a tourism setting has tended to prioritize the firm's over the customer's perspective. However, new understandings of customer value through the lens of customer-dominant logic emphasize the need to consider value as emerging within the broader context of a customer's lifeworld, which transcends customer-firm interactions and includes interactions with others. Tourism experiences are experiential and meaning-laden at the individual and collective levels. As a resource for value creation, emotions play an important but underexplored role during value-in-use and influence the tourist's consumption experience. We provide a customer-grounded understanding of value creation as emerging and evolving over time by examining how emotions are experienced and contribute to the holistic consumption experience both intra-and inter-subjectively. By demonstrating how emotions, as a customer operant resource, contribute to the process of value creation as well as value destruction, we extend our knowledge of experiential consumption practices. AbstractResearch on customer value creation in a tourism setting has tended to prioritize the firm's over the customer's perspective. However, new understandings of customer value through the lens of customer-dominant logic emphasize the need to consider value as emerging within the broader context of a customer's lifeworld, which transcends customer-firm interactions and includes interactions with others. Tourism experiences are experiential and meaningladen at the individual and collective levels. As a resource for value creation, emotions play an important but underexplored role during value-in-use and influence the tourist's consumption experience. We provide a customer-grounded understanding of value creation as emerging and evolving over time by examining how emotions are experienced and contribute to the holistic consumption experience both intra-and inter-subjectively. By demonstrating how emotions, as a customer operant resource, contribute to the process of value creation as well as value destruction, we extend our knowledge of experiential consumption practices.

The function of marketplace ideology to provide a framework that guides individuals' conduct as consumers is well recognised, though less is known about how individuals address, resist or reconcile themselves to such ideology. Drawing upon "lifeway alibis", assembled from a life course reading of de Certeauean tactics, this paper deepens our understanding of how the ideology of nutritionism is renegotiated in the context of dietary health to better accommodate individuals' life events, circumstances, and timing in lives. Based on interpretations of interview data, we argue that biographical matrices must be observed as principal facilitators for critical reflexivity beyond antagonistic and politico-collective motivations. Here, we consider critically reflexive behaviouror unruly bricolageto be organised around dynamic life experiences and circumstances rather than statically against marketplace ideology itself. This outlook prompts us to recognise biography as a catalyst for circumventing certain ideological mandates while the overall ideology remains perpetuated throughout circumvention.

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