Emotion in slow motion: Appraisal processes in low-arousal tourism

While emotions are increasingly recognised as central to tourism experiences, their emergence in low-arousal contexts remains underexplored. This study explores how tourists construct emotional experiences in such settings, using a qualitative approach and semi-structured interviews. Findings reveal that emotional responses are shaped by appraisals of goal relevance, agency and responsibility attributions, and coping potential. Five positive, three negative and two mixed emotion categories emerged, influencing revisit and recommendation intentions, as well as prompting deeper reflections on tourism and everyday life. The study extends Cognitive Appraisal Theory to low-arousal contexts and highlights a managerial paradox: sustaining competitiveness requires balancing authenticity with experience enhancement.