Revealing both emotional and cognitive mental models of cultural attraction visitors

Type Research Project

Duration Sept. 1, 2010 - May 31, 2011

  • Institute for Marketing and Customer Analytics IN (Details)


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  • Bauer-Krösbacher, Claudia (Former researcher)
  • Loibl, Wilhelm (Former researcher) Project Head
  • Stangl, Brigitte (Former researcher)

Abstract (English)

Little knowledge exists with respect to tourists’ actual experiences at cultural attractions and their satisfaction with these. Satisfaction research, for a long time, has focused on visitor’s cognitive judgments of various tangible and intangible elements of a service setting. However, there are dimensions during the consumption experience which go beyond cognitive assessment and customers conscious control. Therefore, satisfaction “is believed to contain an affective dimension too” (Liljander and Strandvik 1997, p. 148). Hence, in order to understand and explain visitor satisfaction with experiences there is need to include emotional concepts. Knowledge about both the underlying cognitive and the emotional mental models of visitors to cultural attractions is essential in order to understand the degree of importance they place on various aspects of the experience, how they think, their emotional reactions when exposed to exhibits as well as to decode their level of involvement in the experience. Hence, the aim of this study is to explore the visitor experience of cultural attractions by analysing emotional and cognitive mental models.