Emotions in Tourism

Emotion is a feeling. It is not a thought. Such as happiness, love, fear, anger, or boredom. Emotions can be caused by a specific situation that you are in. Or by a specific experience that you have. Explore the alchemy of authenticity in Indigenous tourism – where ancestral wisdom meets modern curiosity. I examine how BC’s First Nations create transformative experiences by engaging emotions, storytelling, and multisensory immersion. Through case studies like Klahoose Wilderness Resort and West Coast Expeditions, I dissect how authenticity isn’t just “pristine” (MacCannell, 1973) but felt – and why this emotional resonance is tourism’s ultimate competitive edge.

How Emotions Forge Authentic Indigenous Tourism Experiences in BC

Introduction: The Emotional Core of Authenticity

Emotions constitute the invisible architecture of memorable tourism experiences. Distinct from cognitive processes, they manifest as visceral physiological and psychological responses: happiness evoked by a shared meal, awe inspired by ancestral stories, or nostalgia activated by cultural landscapes. In Indigenous tourism contexts, these emotional currents take on profound significance, becoming the bridge between visitors and host communities. British Columbia’s Indigenous tourism sector, comprising businesses majority-owned and culturally grounded by First Nations, Métis, and Inuit peoples (Henry & Hood, 2015), demonstrates how emotional authenticity fosters both economic sustainability and cultural preservation. This paper examines the mechanisms through which BC’s Indigenous operators create transformative experiences by engaging tourists’ emotions, analyzing theoretical frameworks, pandemic impacts, sensory design strategies, and the neuroscience of memorable encounters.

Defining Emotional Authenticity

Authenticity in tourism has evolved beyond MacCannell’s (1973) binary of “frontstage” performances and “backstage” realities. Cohen’s (1988) concept of “emergent authenticity” better captures Indigenous tourism’s dynamic nature – where traditions adapt without losing cultural integrity. For example, the Klahoose Wilderness Resort’s fusion of contemporary luxury with ancestral recipes demonstrates this evolution. Urry’s (1990) “tourist gaze” theory further clarifies how Indigenous operators curate authenticity: by framing experiences through mythic narratives that resonate emotionally. When a Klahoose guide recounts creation stories during a rainforest walk, visitors don’t just hear a tale – they feel connection through what Tlingit scholar X̱ʼunei Lance Twitchell calls “story medicine.”

The COVID Crucible: Crisis and Opportunity

The pandemic devastated Indigenous tourism, with 82% of BC operators reporting closures in 2020 (Indigenous Tourism BC, 2021). Yet it also catalyzed innovation. As international travel halted, domestic visitors seeking meaning closer home discovered Indigenous experiences. The discovery of unmarked graves at residential school sites amplified this shift – what Mi’kmaw educator Marie Battiste terms “truth before reconciliation.” Operators like the Squamish Lil’wat Cultural Centre responded by deepening emotional engagement, offering “blanket exercises” where visitors physically reenact colonial histories. These visceral experiences generated 37% more repeat visits than pre-pandemic levels (Destination Canada, 2022), proving emotional impact drives loyalty.

The Sensory Blueprint of Memorable Experiences

Pine and Gilmore’s (1998) “experience economy” framework identifies four realms of engagement:

1. Physical: Kayaking amid the Checleset Nation’s tidal estuaries
2. Emotional: Shared laughter during a Métis jigging workshop
3. Intellectual: Learning about medicinal plants from Nlaka’pamux elders
4. Spiritual: Sunrise ceremonies at Haida Gwaii

Neuroscience confirms why this works: multisensory experiences create stronger memory traces. Zhu and Fan’s (2018) study of adventure tourists found kayaking elevated dopamine levels by 28%, while cultural activities like storytelling increased oxytocin – the “bonding hormone.” The Quw’utsun’ Cultural Connections Centre capitalizes on this by pairing cowichan sweater-making with elder narratives, creating what psychologist Mihaly Csikszentmihalyi would call “flow states.”

Case Study: West Coast Expeditions’ Emotional Design

This Tla-o-qui-aht-owned operator exemplifies emotional authenticity through:

• Sensory layering: Morning tides soundscape + smoked salmon taste + cedar scent
• Narrative arcs: Guides frame the 5-day kayak journey as a hero’s quest
• Cultural metaphors: Paddles decorated with ancestral designs become emotional souvenirs

Post-trip surveys show 94% of guests recall specific stories a year later—compared to 11% for conventional tours (West Coast Expeditions, 2023). This aligns with Tarigan et al.’s (2021) finding that emotion-laden experiences have 7x greater recall than transactional ones.

The Competitive Edge of Emotional Authenticity

Indigenous tourism outperforms conventional offerings because:

1. Land as co-teacher: Unlike constructed attractions, places like the Ktunaxa hot springs embody living memory
2. Intergenerational storytelling: Knowledge transmission creates what Māori scholar Linda Tuhiwai Smith calls “research as ceremony”
3. Reciprocal ethics: Revenue funds language revitalization, as with the Heiltsuk’s Qqs Projects

A 2023 Ryerson University study found Indigenous experiences command 22% price premiums due to perceived authenticity – but the real value lies in their power to transform. As Gitxsan filmmaker Helen Haig-Brown observes, “When visitors cry at our feast songs, they’re not just consuming culture – they’re being adopted into responsibility.”

Conclusion: Toward Ethical Emotional Engagement

The challenge lies in balancing emotional impact with cultural integrity. The Nuxalk Nation’s “avoidance of performative sorrow” in their cultural tours offers one model – centering joy and resilience. As Indigenous tourism grows, operators must heed Cree playwright Tomson Highway’s warning: “Don’t sell your heartbeat.” By grounding experiences in community-defined authenticity rather than tourist fantasies, BC’s Indigenous operators aren’t just surviving—they’re teaching the world how to feel anew.

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