Appraisal Process, Emotional Reactions and Behavioural Intention for Heritage Tourists: A Self-Regulation Approach

Current study aims at developing a theory-based model for predicting behavioral tourists’ intentions to revisit a cultural heritage destination. The paper underpins the idea that in defining heritage tourists’ behavior certain self-regulatory processes intervene. Generally, the self-regulatory mechanism encompasses the following phases: appraisal; emotional reaction; coping responses. Supporting the abovementioned assumption, the study tries to link the Self- Regulation approach (Bagozzi, 1992) in explaining heritage tourists’ intention formation to revisit or recommend the archaeological site. The proposed research model is tested through an empirical survey conducted at the archaeological site of Pompeii (Italy) on a sample of tourists that have completed the visit of the site. A confirmatory factor analysis is conducted in order to assess reliability of multi-item scales. The overall model and the relationships among the constructs are tested through a Structural Equation Model (SEM). According to the results of the research, it is possible to note that image has a strong and substantially equal effect in influencing evaluative satisfaction and emotional satisfaction. At the same time, evaluative satisfaction is stronger correlated with loyalty than emotional satisfaction, suggesting that experiential aspects of the visit play a fundamental role in influencing tourist behavior. The main limitation of the work is probably represented by the population of the sample: it could be unrepresentative of all geographical touristic regions. The paper helps firms, practitioners and politician to better manage cultural heritage destinations and to enable effective and efficient behaviours within contexts with multiple actors.