Emotional value is a social-psychological dimension
that is dependent on a product’s ability to arouse feelings or affective
states (Sheth et al 1991). Emotional responses are likely in adventure
tourism experiences and contribute a large, but often ignored, portion
of the explained variance in satisfaction evaluations (Otto and Ritchie
1996). In adventure tourism experiences, the emotions that precede
and lead to the emotional highs of exhilaration and excitement are often
fear, hesitation and apprehension. Emotional value is, thus, likely to
be a key factor in the consumption of adventure.