Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center

The study examines how expectations, experiences, and satisfaction are related in the context of cultural tourism and the services provided by cultural organizations. A model is proposed that combines two complementary approaches in the analysis of satisfaction: a cognitive approach based on quality and disconfirmation and an affective approach based on emotions. The empirical analysis carried out on a sample of visitors to an interpretation center allows us to confirm that the perceived quality is a direct determinant of satisfaction, as are emotions. The results also reveal that there is a significant relationship between quality and emotion. Finally, the way in which mood state moderates the cognitive path is studied, as generator of visitor satisfaction.