The Role of Emotions in a Model of Behavioral Intentions of Visitors to the Gaudí Historic House Museums in Barcelona, Spain

Abstract

ABSTRACTThis study examined an integrated model of behavioral intentions toward historic house museums, through the simultaneous relationships among visitors' perceptions of the historic house museum, crowding, interactions with employees, emotions about their visit, intention to revisit the museum and recommend it to others, and the moderator effect of price fairness. Seven hundred thirty-six visitors were surveyed after visiting La Pedrera and Casa Batlló, the historic house museums of the architect Antoni Gaudí in Barcelona. The results from a structural equation model indicate that visitors' perception of the historic house museum (i.e., their appreciation of the houses' architecture, aesthetic quality, artistic work, and accessibility), visitors' positive interactions with employees, and low levels of crowding are antecedents of positive emotions, and visitors' positive emotions about their visit are a predictor of intentions to revisit and recommend the museum to others. In addition, price fairness was tested as a moderator effect using multigroup analysis. This analysis consists of comparing two subsamples of visitors, which were selected according to whether they believe the admission price is fair or unfair. The effect between perceptions of the historic house museum and positive emotions, and the effect of positive emotions on behavioral intentions is greater for visitors who found the price fair than for those who found the price unfair. The results lead to recommendations for cultural heritage managers.