Moving Beyond Subjective Well-Being

Abstract

Tourism research on topics such as happiness, quality of life of tour-ists, and tourist well-being has flourished in recent years. This literature clarifies the subjective value of tourist experiences, provides new direc-tions for tourism branding and promotion, and opens doors to fresh re-search on the potential benefits of tourist experiences to mental health. Subjective well-being theory has been typically used by tourism re-searchers to help conceptualize and measure tourist happiness. In lay terms, this theory suggests that happiness is life satisfaction and pleas-ure; the theory is popular and useful but cannot explain tourist happi-ness. To craft a more complete picture of tourist happiness, a deeper qualitative appreciation of meaningful tourist experiences and special and engaging tourist moments is required. This brief critique highlights the problems of conceptualizing tourist happiness and suggests an al-ternative approach to the subjective well-being theory.