Electrodermal activity measure: A methodological review.

As an alternative technique to traditional self-report questionnaire, electrodermal activity measurement can offer great accuracy in recording customers' moment-to-moment emotional arousal. The emergence of affordable and relatively accessible recording equipment has made such measurement frequent in tourism and hospitality studies in the past decade. However, electrodermal activity measurement entails comparatively strict rules and procedures. Violating these rules and procedures may mislead researchers when interpreting their findings and can compromise the validity of the results. This paper reviews 25 tourism and hospitality articles using electrodermal activity measurement to highlight key methodological issues. In so doing, the article provides guidelines for researchers adopting such measurement as an affective data collection tool in tourism and hospitality research in both laboratory and field.