The Impact of Emotional Intelligence on Consumer Behaviour in Tourism Industry

Abstract

This study examines the influence of emotional intelligence (EI) on consumer behaviour, trust, and decision-making in the tourist sector. The research utilises quantitative approaches to investigate the impact of emotional intelligence (EI) on various crucial components of consumer behaviour, such as decision-making processes, brand trust, and loyalty. The results demonstrate a significant positive relationship between emotional intelligence (EI) and consumer behaviour. Additionally, this finding suggests that individuals with higher levels of EI tend to engage in more favourable consumer acts and experience greater satisfaction as tourists. Nevertheless, the study concludes that emotional intelligence (EI) has no major impact on decision-making processes or consumer trust. These findings indicate that although emotional intelligence (EI) is important in improving tourist experiences and behaviours, its impact on decision-making and trust is restricted. The presented insights offer valuable guidance for tourism professionals seeking to enhance consumer pleasure and loyalty by employing emotional intelligence.