The focus on emotional constructs is important when studying hedonic services such as tourism. Duman and Mattila (2005) find that customers’ emotional experiences during a cruise vacation are important determinants of the perceived value of the cruise service. Kao et al. (2008) examine the effect of four types of experiential qualities as factors of experiential satisfaction and find that customers’ feelings of fun is the emotion mostly linked to experiential satisfaction. There are also other examples of studies using emotional components (e.g. Barsky and Nash, 2002; Bigne´ et al., 2005;
Yuan and Wu, 2008).experiences may touch customers emotionally. In line with this reasoning, this study defines customers’ experiences as processes that create cognitive, emotional, and behavioral responses, resulting in a mental mark, or a memory (Johnston and Clark, 2001).