Don't get frustrated now! An experimental study on momentary mood change, online search behavior, and travel intention
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- Studentoppgaver (SV-NHS) 
This causal study investigates the role of momentary mood in intention – behavior gap in tourism context. Theory of Reasoned Action, Theory of Planned Behavior and Theory of Trying provide the theoretical framework. One experiment in laboratory settings provides empirical support for testing the hypotheses. A conceptual model of the relationship between momentary mood, online search behavior and intention to travel in the context of vacation planning on Internet was developed as a part of the framework. Results suggest that momentary negative mood during vacation planning on Internet causes a decrease in time spent to search online. Changed mood was found to be a result of frustration, which also has a direct effect on the time spent. Travel intention is not affected by momentary mood or frustration, and the relationship between travel intention and search behavior is found significant. Personality traits scored a weak but positive relationship with frustration and search behavior, and a frail negative relationship with mood and travel intention. Finally, some implications are discussed and suggestions for further research are presented.
Master's thesis in International Hotel and tourism management