Abstract
Tourists' emotions have a pivotal role in tourists' cognitive evaluations and behavioral responses. Fleeting but powerful, emotions are associated with individuals' biological makeup, shaped by their experiences and related to personal mental associations. The aim of this contribution is twofold: to broaden the depth and breadth of the emotion discourse in tourism and to offer principles for emotion-oriented tourism design. Mainstream emotion literature and tourism emotion contributions are critically analyzed and discussed. This study proposes novel paths to investigate emotions in our scholarly field, offers insights for the emerging tourism design science and outlines the contribution that the uniqueness of our field of research can offer to emotions' theorists.