I Feel Attached: Motivation and tourists’ Emotions as Antecedents of Place Attachment

Brand attachment remains relatively unexplored in the context of place brands. The main purpose of this study is to test a conceptual model linking two important antecedents of attachment, motivation and emotion, in the context of place brands. Results show that motives such as escape and relaxation, novelty, socialization, self-discovery, and learning are capable of generating both positive and negative emotions. However, only positive tourist emotions predict place attachment.