A Study on Emotional Valence of the Relation between Tourists and Host in Mashhad

The research is conducted to “describe the emotional valence of the relation between tourists and host in Mashhad”. Using the secondary analysis method, the researchers have used data from “assessment of pilgrims’ attitudes about Mashhad residents and service providers” survey. During the survey interviewees described Mashhad residents with specific words (attributions). In this research the attributions have been analyzed in platform of related literatures in sphere of psychology and sociology of emotions theories (especially the Turner and Plutchik categorization of emotions). Findings examined that the pilgrims’ emotions was positive rather than negative. Thus security- fear dimension was not explicitly remarked. Besides “acceptance” was marked as a factor in building positive emotions while the “hate” was marked as a factor that creates negative emotions. Negative emotions indicate on the existence of gap between tourists’ expectation and their real trip. The hate, contempt and anger emotions of tourist have been described as outcome of not receiving desired respect and attention from host community, violation of ethical and accepted high social norms and finally, voilation of justice and fairness from Mashhad residents’ side.