Anticipation

Most consumption involves some level of anticipation, but tourism may involve extended periods of contemplation before engaging with the purchased product. There has been a long-standing recognition that, as the first phase of the tourism experience, anticipation can involve collecting information and both thinking about and visualizing new opportunities, potential events, and the development of relationships. Studying attitudes and visual representations in this phase of tourism behavior is often of interest to both marketers and scholars.

Anticipation in itself can be seen as an important tourism goal. Thinking, even dreaming about a holiday, may be a particular source of solace and comfort for those challenged by the stresses of their work world. Pondering and discussion of what is to come can often be shared with friends and relatives and serve as a safe, socially acceptable conversational topic. The pleasure of anticipation may be further enhanced if the trip involves refreshing...