Can you travel too much? The emotional numbness effect of travel frequency

Based on hedonic adaptation theory, this research explores how travel frequency impacts emotional numbness. Across one pilot study and five studies using secondary data and experimental data, we find travel frequency has an inverted U-shaped effect on emotional intensity. That is tourists’ emotional intensity at first rises and then falls as travel frequency increases. It introduces tourist expertise as a measurable resource and demonstrates that it plays a mediating role in this effect. Furthermore, mystery can moderate these effects. Specifically, high mystery can alleviate emotional numbness caused by excessive travel frequency. These new findings offer valuable insights for tourism professionals aiming to create effective service strategies that improve tourist emotions.