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.
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.
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.
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.
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.
