Looking forward: a hybrid review of anticipated emotions in tourism and hospitality

Purpose Anticipated emotions are future-oriented emotional states linked to forthcoming events in tourism and hospitality (T&H). Given the experiential nature of these services, such emotions play an important role in shaping consumer decisions. However, prior reviews treat emotions as a relatively static construct and give limited attention to their temporal dimensions. This study aims to synthesize research on pre-trip emotions and identify directions relevant to both scholarship and practice. Design/methodology/approach The review adopts a hybrid approach combining bibliometric analysis with a systematic literature review. Following the PRISMA protocol, 76 peer-reviewed articles published between 2010 and 2025 were retrieved from Scopus. Bibliometric analysis mapped the intellectual structure, while the systematic review provided an in-depth content analysis of the articles. Findings Bibliometric analysis identified three thematic clusters highlighting the influence of anticipated emotions on decision-making, technology adoption, and sustainable consumption. The systematic review further develops a nomological framework integrating antecedents, mediators, moderators, and outcomes. It also identifies critical gaps, including the dominance of cognitive models, limited attention to social influence, and a lack of methodological diversity. Building on these insights, it advances a research agenda through theoretically grounded propositions concerning mixed emotions and social influences in T&H. Practical implications T&H managers can evoke anticipated emotions through destination narratives during consumers’ pre-trip browsing phase. These narratives can highlight experiences likely to generate excitement, nostalgia, or relaxation. However, these emotions should align with the actual service offering. Originality/value The review is among the few to explore emotions during the anticipation phase of consumption in T&H. It moves beyond experienced emotions by synthesizing fragmented literature and clarifying dominant themes. The review also provides theoretical foundations for understanding anticipated emotions in experiential consumption.