WebinarOnline
The emotional core of travel: Connecting psychology, inclusive marketing and socially responsible tourism
Friday, 5 March 2027
Learn how emotion shapes travel choices and how inclusive marketing can build connection without exploiting vulnerability.
About this event
Anticipation, identity, belonging and memory are central to the meaning of travel. This webinar examines how promotional imagery, brand narratives and service encounters shape emotional expectations before, during and after a journey. It considers how psychological insight can improve relevance and connection while also creating opportunities to exploit insecurity, aspiration or fear of exclusion. The session will explore differences in experience rather than assuming that a single emotional appeal is appropriate for every traveller or cultural context.
Panellists will analyse inclusive marketing in relation to disability, age, gender, ethnicity, sexuality and economic circumstances. The discussion will address accessible information, representative imagery, language choice and the design of services with rather than merely for different users. It will consider tokenism, stereotypes and the use of sensitive personal data for targeting. Attention will also be given to whether public claims of inclusion are supported by accessible booking processes, trained staff and an experience that delivers what the communication promises.
Participants will learn to evaluate emotional marketing through autonomy, dignity, accuracy and practical accessibility. They will consider how research can identify exclusion without reducing people to fixed demographic categories. The webinar will provide questions for testing creative work, gathering feedback and responding when a campaign causes unintended harm. Delegates will leave with a framework for developing communication that connects with travellers while remaining accountable to the communities represented, the people invited to participate and the wider social effects of tourism promotion. This approach links persuasive creativity with inclusive service design and institutional responsibility.