Abstract

Neurotransmitters, hormones that regulate emotions and sensations, play a crucial role in happiness. Chemicals, released as hormones in the bloodstream, trigger emotions and sensations in the human body, affecting mood and emotions influenced by both external and internal factors. Travel, a trend that promotes active health and quality of life, involves activities like sightseeing, hiking, and socializing. These activities help reduce stress, anxiety, and boredom, promoting overall well-being and mental health. Travel & tourism can create memorable experiences that stimulate happiness, during travel reducing tension and anxiety and enhancing overall well-being. Engaging in activities that stimulate happiness hormones can alleviate strain and angst while enhancing mental health.

Key Words

Happiness, Hormones, Neurotransmitters, Rehabilitation Mobility, Tourism

Introduction

Tourism is seen as a significant service sector which contributes to economic development (Ravindran, Nagamalar & Rani, 2018). The tourism industry is a commercial organisation, management, and operation of vacations and visits to attractions. The well-being of people, poverty elimination, and sustainable growth can be achieved through the careful design of tourism (Khan et al., 2021). Travel and tourism are proportional to each other, travel is meant for the expectation and recollection of experiences. When tourist anticipates a new experience, expectations feed their enthusiasm and happy feelings while, even years following a trip has ended reminiscing enables us to enjoy the pleasant memories, feelings, and experiences of being there. Being a tourist is a complex experience that involves many different elements (Stone. 2012). Understanding the visitor experience is challenging, but not unattainable (Bond, Packer, & Ballantyne. 2015., Bruner. 1991). The tourist experiences are different because individuals’ feelings and emotions are distinctive for everyone during travelling (Hosany, Hunter-Jones, & McCabe. 2020). Tourism activities impact life satisfaction and well-being in domains such as relaxation, self-esteem, self-identity, family life, health, and ethnicity (Khan, et al., 2021). According to research, quality of life (QOL) is a multifaceted term that may be divided into five categories, including health, security, suitable social connections, the right to lead a decent life, and the ability to make options (Rezaei Niaraki, et al., 2019.,. Trigg, Jones, & Skevington. 2007). These categories are suggested to be related to social and natural capital besides subjective, or depending on things like age, gender, health, and cultural variables, different people may interpret it in various ways (Sha, Shen, Yang, Dong, & Li. 2022). Rehabilitative travel mobility has been proven in studies to enhance visitors' quality of life. Rehabilitation Tourism Mobility (RTM) is a new trend aimed at relieving physical and emotional stress and promoting active health.  RTM is a concept established by Gatrell and Anthony (2013) that emphasises the links between people and places through movement (Sha, et al., 2022). 

Various studies support the positive influence of satisfaction and social interaction on happiness during holiday trips. Additionally, it emphasizes the significant contribution of factors like people contacts, and type of activity in destination increasing happiness among young people (Carneiro, & Eusébio. 2019). According to Carneiro & Eusébio (2019), Happiness is a complicated, multidimensional concept that has been studied in the past. Happiness is governed by a complex interaction of internal and external forces rather than by one or two elements (Dfarhud, et al.2014). Happiness often referred to as Hedonia in scientific literature, covering feelings of pleasure, the presence of positive emotions, and the absence of negative emotions (Ryan & Deci, 2001). A 20-year study by Dr. Thomas Gilovich found that satisfaction with material possessions decreased over time, while satisfaction with experiences increased. Quan, & Wang. (2004) concluded that tourism celebrates and satisfies our aesthetic and sensual aspirations by emphasising the body as the primary source of sensory experiences. 

The human brain, weighing about a kilogram and containing about 86 billion neurons, works by sending complicated electrical signals along neural networks and this complex network serves as the foundation for a wide range of emotions, from deep affection to profound sadness (Hasin, et al.,2018). The human body is controlled through chemicals produced in the body called hormones. Every emotion stimulates hormone secretions. Hormones, the body's chemical messengers, regulate a broad range of functions and emotions. Dopamine, serotonin, endorphins, and oxytocin are among the 'feel-good chemicals' that work as neurotransmitters. Modifications in lifestyle, such as diet, physical activity, and meditation, might raise these hormones, potentially improving mood (Watson. 2021).

Objectives

i. Investigate the Effects of Neurotransmitters on Tourist Emotions.

ii. Examine the most common triggering neurotransmitter in tourists while travelling.

iii. Explore the activities and experiences within the tourism sector that have the potential to alter neurotransmitter levels.

Methodology

The investigation employed a broad and diverse methodology, drawing on a variety of secondary sources. Its primary goal was to investigate the complex relationship between scientific viewpoints and tourism experiences, with a special emphasis on understanding how these aspects contribute to overall pleasure. This methodological technique confirms a solid basis for the study's future research and conclusions. The research used in this research relied heavily on secondary data obtained from a number of sources, including books, journals, and other published materials. In search of this objective, an array of excellent materials, including conventional print sources, has been diligently assembled.

Literature Review

Neurotransmitters and Tourism

Hormones, a set of organic substances secreted in our bodies, are vital for maintaining homeostasis because they are connected to the chemical processes that produce both negative emotions like anger and despair, as well as good emotions like love and happiness (Tortora, G. J., & Derrickson, B. H. 2019).  Hormones, which are produced in small quantities, act as chemical messengers, transferring messages between cells. Endorphins, serotonin, dopamine, and oxytocin are examples of "happiness hormones" that play a role in eliciting good feelings and regulating numerous biological systems (Aleksandrovich, 2018). The human body has about sixteen chemicals that regulate our emotions and sensations. Once released into the bloodstream, these chemicals can have an effect on our mood for roughly 12 minutes. You can, however, alter or extend the duration of their effects by using continuous release.  These chemicals and regulating emotions have links with tourism & hospitality.

Tourism creates wellness, mindfulness, self-reflection and social interaction through neurotransmitters. Nature is gifted to us with a Chemical Bliss in the form of serotonin, dopamine, endorphins, and oxytocin which play a significant role in influencing tourism happiness. Researchers established a link between objective indicators impacting brain chemicals and the consequences on visitors' vacation experiences. The question of whether happiness is real or just a chemical reaction is philosophical. Studies in neuroscience have shown that particular brain areas, including the amygdala, hippocampus, and limbic system, and also neurotransmitters such as dopamine, serotonin, norepinephrine, and endorphins, are involved in the regulation of happiness (Datta, A. 2018). Neurotransmitters are chemical messengers that govern many physiological and psychological activities in the brain (Charles Sturt University., 2023). Ashby and colleagues (1999) A proposed neurochemical theory proposes that higher dopamine levels in the brain are associated with pleasant mood, albeit not always necessarily. Furthermore, they propose that certain cognitive alterations observed during happy mood are caused by elevated dopamine levels.  The studies on recent developments in cognitive and neuropsychology show that feelings are the outcomes of perceptual evaluations that take place in the cerebral cortex of the brain (Etkin, Egner, & Kalisch., 2011). The neurotransmitter effect on tourism satisfaction occurs when tourists engage in non-routine activities away from home (Koc, E., & Boz, H. 2014). Destinations and tour operators may generate more gratifying and pleasant experiences for tourists by crafting tourism experiences that appeal to these happiness chemicals. These happiness hormones can assist in reducing tension and anxiety by engaging in activities that generate happiness and can improve general well-being and mental health when travelling. The main happiness chemicals are;

Serotonin

Serotonin is often referred to as the "feel-good" chemical. It is a major happy hormone, that governs mood, hunger, sleep, and socialization while Serotonin is abundant in the GI tract, and enhancing its function can improve mood (?????????????, ?. ?. 2018).  In tourism, experiences that promote relaxation, comfort, and a sense of tranquillity can boost serotonin levels. For example, visiting serene, natural landscapes, engaging in spa treatments, or enjoying leisurely activities can help increase serotonin and enhance tourism happiness. Dopamine is linked to happiness, while serotonin regulates mood (Baixauli Gallego, E. 2017). Serotonin levels have been demonstrated in studies to impact the assessment of tourism experiences Tran (Tran, X., Tran, H., & Tran, T. (2018)). Tourists with greater serotonin levels are more likely to have a happy experience, whereas those with lower levels are less likely to have a favourable experience. Tourism can improve travellers' wellness by lowering anxiety and depression by increasing serotonin levels, which promote pleasure and mood regulation (Sha, S., Shen, W., Yang, Z., Dong, L., & Li, T. 2022). Tran, X., Tran, H., & Tran, T. (2018) state that coastal and forest tourism has been demonstrated to stabilise emotions, reduce stress, and enhance general health, making for a more delightful visitor experience. In addition, research has shown that serotonin insufficiency might affect consumer behaviour, specifically choice deferral and the compromise effect (Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, 2016). Kanova and Kohout (2021) show that Serotonin remains necessary for the regulation of other biological activities, including immune response and metabolism.

Dopamine

Dopamine is an element of the brain's reward system and is most widely linked to desire and happiness, Reward is another function of this feel-good neurotransmitter Watson (2021). Neurons in the ventral tegmental area (VTA), substantia nigra, and hypothalamus in the brain create dopamine (Juárez Olguín, 2016). Dopamine is released in significant amounts when we think about activities that are enjoyable and have an authentic opportunity to participate in them (Fields & Margolis, 2015). According to Sirgy and Uysal (2016), dopamine release adds to a sense of pleasure and satisfaction, which can improve the whole travel experience. It plays a role in creating a sense of excitement and anticipation. In tourism, engaging in novel and adventurous activities can trigger dopamine release, leading to a heightened sense of enjoyment and happiness (Fennell, 2009). Activities such as exploring new destinations, participating in adrenaline-pumping adventures, or trying unique cultural experiences can stimulate dopamine release and contribute to tourism happiness. Dopamine, in addition to its involvement in reward and reinforcement, helps animals focus on things (Hasin et al.,2018).

Endorphins

Endorphins are a class of neurotransmitters and enzymes that are produced in the hypothalamus. Endorphins are the morphine-like metabolites of nerve cells, and studies indicate that they may both lessen pain perception and increase feelings of bliss (Vujko, A., & Plavša, J. 2011).  Endorphins are natural painkillers and mood enhancers. Vujko, A., & Plavša, J. (2011) believe that participating in activities like sports and leisure adventures helps reduce stress since it releases endorphins and adrenaline. Positive communication increases endorphins, enhancing learning in heritage tourism (Korstanje, Seraphin & Zuccoli, 2023). The release of endorphins during enjoyable eating encounters may help to increase total visitor happiness (University of Turku., 2017). Hiking, biking, participating in outdoor sports, or accomplishing challenging tasks during adventure tourism can trigger endorphins, promoting happiness and a sense of accomplishment. They contain analgesic qualities as well as help to regulate stress, pain, and mood (Hasin et al.,2018).

Norepinephrine

Norepinephrine is crucial for enthusiastic visitors looking for new experiences since it boosts ambition (España, Schmeichel, & Berridge, 2016). It helps moderate your mood by controlling stress and anxiety. Significant implications for Norepinephrine in the management of depression (Moret & Briley, 2011). High concentrations of Norepinephrine lead to feelings of elation and euphoria. The research suggests that Norepinephrine is an anxiety hormone that is involved in the body's "fight or flight" response." While research on the effects of norepinephrine on tourist well-being remains limited, there’s a suggestion that certain forms of travel may have favourable impacts on mental health and wellness. Travel, for example, has been demonstrated to reduce the risk of sadness and improve happiness."

Oxytocin

Oxytocin is often called the "bonding hormone" or the "love hormone." It is associated with feelings of trust, social connection, and bonding (Tops et al., 2013). The role of oxytocin in adult heterosexual bonding, conception, nursing, and sexual conduct (Carter, Williams, Witt & Insel, 1992). Oxytocin helps us trust and love each other, enhancing our empathy for each other and increasing our motivation (Zak, 2014).  In tourism, oxytocin can be stimulated through positive interactions with others, creating meaningful connections, and engaging in activities that foster social bonding. For example, participating in community-based tourism, cultural exchanges, or group activities can promote oxytocin release and enhance feelings of happiness and belonging.

Table 1

Hormones	Normal range*	Reaction	Tourism link
Serotonin	01 and 283 ng/mL	Mood balancing	Involving in a laugh, entertainment, fun and jokes during the tour
Endorphine	Not measured normally in clinics,	Release during activities and exercise	walking, cycling, trekking, swimming, mountaineering or performing reduce tension
Dopamine	10 ng/ml	Feel good hormones and energetic	Involving in travel and tourism which bring cheers, and happiness. After our recalling memories also release this hormone.
Norepinephrine	0.15-3.50 nmol/l	Controlling stress and Anxiety	During tours mindful meditation, sleeping, napping, and relaxing in a serene environment reduce stress and anxiety, and well-balanced food
Oxytocin	308.3 pg/mL	In connection with talking, gathering and playing with loved ones, friends	During family tours, VFR tours, group tours etc. when you share your time with your loved one or close one it creates happiness and releases these love hormones

The degree of a change in happiness depends on an individual's baseline levels of happy hormones as well as their overall health and well-being.

Conclusion

Tourism, happiness and well-being are interconnected. Tourism activities are undoubtedly connected with visitor sensations, producing an intimate connection with an enormous influence over human liveliness and overall wellness. Tourism has the ability to produce a chain reaction of positive experiences, including peaceful sleep, nourishing culinary choices, and physical activity, all of which contribute to holistic well-being. The tourism experience can reduce tension, and anxiety, and create a positive learning as a sense of excitement and anticipation. These mood swings are the result of happiness chemicals released by the brain in the bloodstream. Designing tourism experiences that cater to these happiness chemicals, destinations and tour operators can create more fulfilling and joyful experiences for tourists. Developing and properly designing a memorable experience for the tourists has the opportunity to progress from foundation to transformative experiences, allowing for a sense of fulfilment, increased happiness, and a more personalized and satisfying travel journey. Additionally, these chemicals can help control stress and anxiety, as engaging in activities that promote happiness can have a positive impact on overall well-being and mental health during travel.

Recommendations

The significance of neurotransmitters and brain chemistry during travelling, and tourism activities is pivotal, as these physiological processes play a crucial role in shaping the overall well-being and satisfaction of individuals engaging in such experiences. Therefore, it is imperative to develop and promote wellness-centric tourism packages that explicitly cater to triggering positive mood swings and fostering excitement and anticipation. Developing comprehensive visitor experiences for family and friends promotes well-being, such as relaxed rest, nutritious meals, encouraging group activities, a conducive environment and developing physical activity programmes. It also recommends researching to better understand tourist preferences and developing wellness-focused packages. This study also encourages collaboration between the tourism industry and health professionals to provide safe and rewarding experiences. It is recommended to track the visitors' perceptions, happiness, and well-being of the destination through feedback loops and questionnaires for future development of the destinations.  

References

• Aleksandrovich, P. S. (2018). Hormones of Happiness, 69th Scientific and Technical Conference of Pupils, Students and Masters, Minsk: BSTU, 622-624.
• Ashby, F. G., Isen, A. M., & Turken, A. U. (1999). A neuropsychological theory of positive affect and its influence on cognition. Psychological Review, 106(3), 529–550.
• Baixauli, E. B. (2017b). Happiness: Role of dopamine and serotonin on mood and negative emotions. Emergency Medicine, 07(02).
• Bond, N. W., Packer, J., & Ballantyne, R. (2014). Exploring visitor experiences, activities and benefits at three religious tourism sites. International Journal of Tourism Research, 17(5), 471–481.
• Bruner, E. M. (1991). Transformation of self in tourism. Annals of Tourism Research, 18(2), 238–250.
• Carneiro, M. J., & Eusébio, C. (2019). Factors influencing the impact of tourism on happiness. Anatolia - an International Journal of Tourism and Hospitality Research, 30(4), 475–496.
• Carter, C. S., Williams, J. R., Witt, D. M., & Insel, T. R. (1992). Oxytocin and social bonding. Annals of the New York Academy of Sciences, 652, 204-211.
• McLachlan, B. (2024b, March 4). Big Questions: what is the secret to a happy life? Insight – Charles Sturt University.
• Datta, A. (2018). CHEMICAL BASIS OF HAPPINESS: a DISCUSSION. European Journal of Social Sciences.
• Dfarhud, D., Malmir, M., & Khanahmadi, M. (2014). Happiness & health: the biological factors-systematic review article. Iranian journal of public health, 43(11), 1468.
• España, R. A., Schmeichel, B. E., & Berridge, C. W. (2016). Norepinephrine at the nexus of arousal, motivation and relapse. Brain Research, 1641, 207–216.
• tkin, A., Egner, T., & Kalisch, R. (2011). Emotional processing in anterior cingulate and medial prefrontal cortex. Trends in Cognitive Sciences, 15(2), 85–93.
• Fennell, D. A. (2009). The nature of pleasure in pleasure travel. Tourism Recreation Research, 34(2), 123–134.
• Fields, H. L., & Margolis, E. B. (2015). Understanding opioid reward. Trends in Neurosciences, 38(4), 217–225.
• Gatrell, A. C. (2013). Therapeutic mobilities: walking and ‘steps’ to wellbeing and health. Health & Place, 22, 98–106.
• Hasin, D., Pampori, Z. A., Aarif, O., Bulbul, K., Sheikh, A. A., & Bhat, I. A. (2018). Happy hormones and their significance in animals and man. International Journal of Veterinary Sciences and Animal Husbandry, 3(5), 100–103.
• Hosany, S., Hunter-Jones, P., & McCabe, S. (2020). Emotions in tourist experiences: Advancing our conceptual, methodological and empirical understanding. Journal of Destination Marketing and Management, 16, 100444.
• OlguıN, H. J., Guzmán, D. C., García, E. H., & Mejía, G. B. (2016b). The role of dopamine and its dysfunction as a consequence of oxidative stress. Oxidative Medicine and Cellular Longevity, 2016, 1–13.
• Káňová, M., & Kohout, P. (2021). Serotonin—Its synthesis and roles in the healthy and the critically ill. International Journal of Molecular Sciences, 22(9), 4837.