旅游是一种多层次、综合性服务产品，其特征决定旅游活动的全过程都需要满足消 费者情感需求。现代社会发展促使人们对快乐情感更加偏好，旅游动机愈加强烈。本文 在总结已有旅游动机理论研究的基础上，运用经济学偏好理论及品牌经济学原理，构建 旅游决策的快乐情感偏好模型，解释情感偏好如何影响旅游动机，继而影响到旅游者消 费者选择行为，并将之应用于旅游景区现实问题的解决。

Tourism is a multi-level, comprehensive service offerings. The whole process of the characteristics of tourism activities are required to meet the emotional needs of consumers. The development of modern society led to greater preference for emotional happiness. Based on summarizing the existing research on tourism motivation theory, the paper builds happy emotion preference model of tourism decision-making according to the principle of economics theory of preference and brand economics, and explains how emotional preference impact on tourism motivation, then affects the tourist consumer choice behavior, and the solutions used in tourism real problems.

一、引言
二、已有研究简述
三、基于情感偏好的旅游决策模型
四、模型的应用
五、结论

• 朱红红(主要从事品牌经济及旅游经济、财务管理等理论与应用研究。联系地址：山东省济南市文化东路88号山东师范大学商学院，邮编：250014) | Zhu, Honghong