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Tourist Behavior Intentions and the Moderator Effect of Knowledge of UNESCO World Heritage Sites: The Case of La Sagrada Família Ramon Palau-Saumell, Santiago Forgas-Coll, Javier Sánchez-García and Lluís Prats-Planagumà Journal of Travel Research 2013 52: 364 originally published online 16 November 2012 DOI: 10.1177/0047287512465959

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Journal of Travel Research 52(3) 364­–376 Tourist Behavior Intentions and the © 2012 SAGE Publications Reprints and permissions: sagepub.com/journalsPermissions.nav Moderator Effect of Knowledge of DOI: 10.1177/0047287512465959 UNESCO World Heritage Sites: jtr.sagepub.com The Case of La Sagrada Família

Ramon Palau-Saumell1, Santiago Forgas-Coll1, Javier Sánchez-García2, and Lluís Prats-Planagumà3

Abstract This study investigates the relationship of heritage building and employee displayed emotion with tourist emotions, satisfaction and behavioral intentions, and the moderator effect of knowledge of United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Sites (WHS). A theoretical model was constructed which was tested with a total of 883 surveys. The questionnaires focus on the Basilica of the Holy Family—La Sagrada Família—in Barcelona (Catalonia, Spain). The study of the data used structural equation models by means of a multigroup analysis. The results suggest that heritage building and employee displayed emotions influence tourist emotions, tourist emotions influence satisfaction, and satisfaction influences behavioral intentions. Furthermore, a direct effect of heritage building on behavioral intentions has been identified. In addition, it has been proved that knowledge of UNESCO WHS moderates the linkages between constructs in most of the relationships in the sample analyzed.

Keywords heritage building, employee displayed emotions, tourist emotions, World Heritage Site

Introduction of motivations (Poria, Reichel, and Biran 2006a, 2006b), of the effect of the UNESCO World Heritage Site (WHS) brand No general consensus exists among researchers as to the name (Poria, Reichel, and Cohen 2011), preferences for definition of heritage tourism. Authors such as Apostolakis interpretation site (Poria, Biran, and Reichel 2009), tourist (2003) affirm that definitions of heritage tourism can be experiences (De Rojas and Camarero 2008; Sheng and Chen grouped into two differentiated lines: a first one referring to 2012; Ung and Vong 2010), model of loyalty to heritage definitions more closely related to the tangible and intangi­ sites (Chen and Chen 2010), atmospherics attraction (Bonn ble components of the heritage, and a second that highlights et al. 2007), and museum image (Moreno Gil and Ritchie aspects relating to the consumption of heritage resources and 2009). However, there are no studies of consumer behavior the experience of visitors. These two ways of defining heri­ at World Heritage Sites (WHS), excepting that by Poria, tage tourism come together in the synthesis offered by Park Reichel, and Cohen (2011) on the effect of the UNESCO (2010), who affirms that heritage tourism is closely related WHS brand name on heritage tourists’ motivations for visit­ to tangible and intangible elements, which are the material ing WHS, and a study of the influence of UNESCO WHS and psychosociological testimony of the cultural identity of designation on tourists’ choice of a tourism destination a territory or of a nation. (Marcotte and Bourdeau 2006), but in the latter case the United Nations Educational, Scientific and Cultural Organization (UNESCO) includes cultural, natural, and 1University of Barcelona, Barcelona, Spain mixed sites in the World Heritage List. Notwithstanding, 2Jaume I University, Castelló de la Plana, Spain although 77.4% of the properties in the list are cultural 3University of Girona, Girona, Spain (UNESCO 2012), the study of the consumer has been an underresearched area in cultural heritage tourism. Never­ Corresponding Author: Ramon Palau-Saumell, Department of Economics and Business theless, in recent years studies have begun to appear that Organization, University of Barcelona, Diagonal 690, Barcelona, 08034, have developed models and tested them empirically. Among Spain. those who have developed models, we can highlight studies Email: [email protected]

Downloaded from jtr.sagepub.com at UNIV OF CHICAGO LIBRARY on October 12, 2014 Palau-Saumell et al. 365 results are not significant due to the limitation of the number Barcelona, Casa Vicens and Casa Batlló. Such recognition of surveys and their exploratory character. by UNESCO was in addition to the Parc Güell, Palau Güell, Both the heritage building and the service personnel form and Casa Milà, which were listed in 1984. The unfinished part of the tourism product offered to the visitors to a cultural Basilica of La Sagrada Família has been under construction heritage site. In this sense, Voase (2007) found that the result since 1882 and current estimates for completion of the work of the experience of visitors to a heritage building is emo­ are of not less than 20 years. However, it is one of the most tional. Also, the literature on services marketing has recog­ famous works of the Catalan architect and artist Antoni nized the importance of the emotions displayed by the Gaudí (1852-1926), who offered a unique interpretation of personnel in contact with the customer in a service encounter Catalan modernism—the artistic movement that stretched (Bickart and Schwarz 2001), as the customer “catches” the from the late 19th to the early 20th century—and each year emotions shown by the employee in the exercise of his or her attracts the attention of millions of tourists, specifically work (Tan, Foo, and Kwek 2004). We have not found earlier 2,317,349 in 2010 (Barcelona Tourism 2011). As well as literature relating to heritage tourism in general, nor in the being an attraction for millions of tourists, the temple is a context of UNESCO cultural WHS, on the influence of the place for prayer and contemplation, for those who practice surroundings of the WHS on the emotions of the tourists the catholic religion, and it was declared a Basilica by Pope who visit them and their repercussion on satisfaction and Benedict XVI in 2010. behavioral intentions. The literature on heritage tourism has established that heritage sites can affect tourists’ emotions differently depending on whether the tourist considers the Literature Review heritage site as a world, national, local, or personal site Heritage Buildings (Timothy 1997). This study analyzes only the emotions relating to the hedonic part of the visit to a World Heritage Earlier studies have found that consumers respond emotion­ Site, as is the case of La Sagrada Família. In no case are per­ ally to the stimuli of physical surroundings, which include sonal emotions linked with the visitors’ identity, ideology, the atmospheric effects (Turley and Milliman 2000) and the religion, history, or culture incorporated. design and environmental factors (Sherman, Mathur, and Although the marketing literature has indeed studied the Smith 1997; Wakefield and Baker 1998). Studies such as effect of the surroundings of the service on customers’ emo­ Ryu and Jang (2007) show that the impact of customers’ tions (Lin and Liang 2011), insufficient work has been done perceptions of physical environment on pleasure and arousal on the consumer of cultural heritage tourism and specifically emotions is important in gastronomic tourism. With regard how the perception of the heritage building and employee to the heritage buildings, the physical surroundings are par­ displayed emotions affect tourist emotions. To complete the ticularly relevant: they have a long tradition of attracting design of the model, relationships, tested by the literature, visitors, are an important motivator in tourist travel and add between tourist emotions and satisfaction and between satis­ personality to the destination (Laws 1998). These buildings faction and behavioral intentions have been incorporated. permit tourists to identify the cities, the urban landscape The first objective of this study is therefore to develop a con­ (Griffiths 2000) and contribute to their perception of the ceptual model to cover the gap in the cultural heritage tour­ region as a whole (Urry 2002). The most important attrac­ ism literature regarding the influence of the heritage building tion for tourists is the building itself and/or the façade with and employee displayed emotion on the formation of tourist its visual elements and architectural styles that because of emotions and their effects on satisfaction and behavioral their historical, architectural, or cultural characteristics intentions. The second objective is to incorporate the mod­ arouse emotions among the visitors (Askari and Dola 2009). erator effect of knowledge of UNESCO WHS into the causal No studies in the literature identify the attributes of heritage relationships of the model proposed. The third objective is to buildings. Such studies do exist, on the other hand, for muse­ empirically test the model as a whole, and the moderator ums, establishing as attributes accessibility, functionality, effect, with the tourists who visit La Sagrada Família in comfort, aesthetics, and ease of movement in the exhibition Barcelona (Catalonia, Spain). spaces, as well as safety and cleanliness (Harrison and Shaw The city of Barcelona is one of the most visited cities 2004). Nor do there exist any studies that have analyzed the of the world, with 7,133,524 tourists in 2010, of which influence exercised by the perception of a heritage building 5,160,037 were international (Barcelona Tourism 2011). on tourists’ emotions. Willson and McIntosh (2007) make The city offers a wide range of attractions, including the cul­ reference to the few studies that analyze the experiential tural attractions designated by UNESCO as world heritage. aspects of heritage buildings, but state that, on the basis of UNESCO’s World Heritage List includes properties that the academic literature, we can conclude that significant form part of the world’s cultural and natural heritage with linkages exist between heritage buildings and tourist experi­ outstanding universal value. In this sense, the Nativity façade ences. Experiences that, as a result, for visits to historic and Crypt of La Sagrada Família were registered as a World buildings are basically emotional (Voase 2007) and for Heritage Site (WHS) in 2004, as were Gaudi’s buildings in buildings and façades of cultural and architectural interest

Downloaded from jtr.sagepub.com at UNIV OF CHICAGO LIBRARY on October 12, 2014 366 Journal of Travel Research 52(3) present a wide range of emotional responses (Hertzman, (Havlena and Holbrook 1986). Earlier studies of heritage Anderson, and Rowley 2008). Thus, the following is tourism, using the experientially based approach, conclude hypothesized: that there exist emotions linked to the individual experiences of each tourist with the site according to whether or not the Hypothesis 1: The building of a heritage site directly site forms part of his or her own heritage (Poria, Reichel, and positively influences the tourist’s emotions. and Biran 2006b). However, in a tourism context, some emotions affect tourists in general as consumers of products and services. For this reason, it can be affirmed that the Employee Displayed Emotions environment in which the tourist consumes the service alters The literature has recognized that it is important for the suc­ his or her emotional state and feelings (Babin, Chebat, and cess of a service that employees express socially desirable Michon 2004). emotions during service transactions (Ashforth and Humphrey The literature offers several theories and scales for mea­ 1993), since employees’ emotional manifestations and suring emotions, such as the PAD model that analyzes three reciprocal emotional responses are important for the cus­ dimensions, pleasure, arousal, and dominance (Mehrabian tomer (Mattila and Enz 2002). This is also important in the and Russell 1974); the Differential Emotion Scale (Izard case of visits to World Heritage Sites where the contact 1977), with 10 types of emotions; the Psychoevolutionary personnel provide information and precise instructions for a Theory of Emotions (Plutchik 1980), with eight types of satisfactory visit, take guided visits, and work in catering emotions; and the Positive and Negative Affect Schedule services and retail outlets (Laws 1998). (Watson, Clark, and Tellegen 1988), with 20 types of posi­ The academic literature has dealt with the emotional con­ tive and negative emotions. One of the most used in con­ tagion and emotional convergence between two people who sumer behavior is the PAD model, but reducing the three interact with each other. Also, the emotional contagion the­ original variables to two, pleasure and arousal. Russell ory demonstrates that people’s expression of positive emo­ (1980) determined that in many contexts the dominance vari­ tions facilitates a corresponding emotional state in others able, defined as the degree to which a person exercises con­ (Hatfield, Cacioppo, and Rapson 1994). Other authors have trol and feels influential and important, was not relevant for identified that exposure to a person who shows emotions the affective part of emotions. For this reason, there is a con­ causes changes in the observer’s emotional state in any con­ sensus in the literature on consumer behavior to accept text (Tan, Foo, and Kwek 2004). This contagion also occurs pleasure—the way in which the person feels good, joyful between service employees and customers (Tsai and Huang and happy—and arousal—the way in which a person feels 2002). In this sense, previous papers have studied the influ­ excited or stimulated—as the dimensions most used to mea­ ence of employee emotions (Hennig-Thurau et al. 2006) and sure individual emotions in a wide variety of contexts (Wirtz employee helpfulness or courteousness (Surprenant and and Bateson 1999; Mattila and Wirtz 2000) and in tourism Solomon 1987) on customer behavior. Grove and Fisk (Bigné, Andreu, and Gnoth 2006; Yuksel 2007). On the basis (1997) posit that positive and affective attitudes on the part of the evidence mentioned, this study uses these two dimen­ of employees help to develop emotions in consumers, who sions to measure tourists’ emotions. interpret them as a part of the service. The literature has Consequently, this alteration of the emotional state influ­ found positive relationships between employee displayed ences the consumer’s satisfaction (Wirtz, Mattila, and Tan emotions and consumers’ emotions (Lin and Liang 2011; 2000). Accordingly, the consumer’s experience is associated Wang 2009), so the following hypothesis is proposed: with the emotional part of satisfaction, and the emotions have a strong influence on satisfaction (Hosany and Gilbert Hypothesis 2: Displays of positive emotion by the staff 2010; Luong 2005; Orsingher and Marzocchi 2003). of a heritage site directly and positively influence Therefore: tourist emotions. Hypothesis 3: The emotions perceived by a tourist with regard to a heritage site directly and positively Tourist Emotions influence his or her satisfaction. The emotional value of a service is a psychosocial dimen­ sion that the consumer perceives when the consumption of the service provides him or her with affective situations or Satisfaction feelings (Sheth, Newman, and Gross 1991). Nevertheless, it Most studies of consumer satisfaction have used models is true that in heritage tourism some emotions are linked to based on different theories such as norm theory (Cadotte, the individual experience at a site. The emotions in a service Woodruff, and Jenkins 1987); perceived performance the­ are associated with the most hedonic part of the consump­ ory (Tse and Wilton 1988); equity theory (Fisk and Young tion, with feelings and emotions such as happiness, amuse­ 1985); or expectation/disconfirmation theory (Oliver 1997). ment, enjoyment, fear, anger, envy, anxiety, and pride The latter is the dominant theory. It defines satisfaction as a

Downloaded from jtr.sagepub.com at UNIV OF CHICAGO LIBRARY on October 12, 2014 Palau-Saumell et al. 367 consumer’s evaluation of whether the level of fulfillment of 1998; Smith 2002). Also, the WHS designation permits the expectations has been pleasant or unpleasant. site to be visualized as a quality brand in international markets In this study, satisfaction with the heritage site has been (Bianchi 2002). Nevertheless, the tourists who visit heritage considered in terms of overall satisfaction, defined as the sites include both those who are especially motivated and overall evaluation of the provider’s performance up to a cer­ interested in the visit to the site and those tourists who visit the tain date (Johnson and Fornell 1991). Boulding et al. (1993) site for other reasons (Timothy and Boyd 2003). Furthermore, indicate that overall satisfaction has many more possibilities following Poria, Butler, and Airey (2003), there exist heritage of influencing consumers’ word of mouth and repurchase tourists and tourists at heritage places. Heritage tourists are decisions than their satisfaction with each episode of pur­ those who are interested in the heritage attributes of the site and chase or from transaction to transaction. The relationship may or may not consider these attributes as part of their own between satisfaction and loyalty is a classic relationship in heritage; on the other hand, tourists at heritage places are consumer behavior studies and has been widely tested aware, or not, of the heritage attributes of the site, but may (Bolton and Lemon 1999; Forgas et al. 2010, 2011; Olsen, be motivated by other attributes to visit the site. This conflu­ Wilcox, and Olsson 2005), also in tourism (Campo and ence of tourists at WHS means different levels of awareness in Yagüe 2008; Forgas-Coll et al. 2012; Hyun 2010; Yuan and relation to the WHS label. In this sense, several authors find Jang 2008) and, specifically, in heritage tourism (Chen and that the public has low awareness of what being designated a Chen 2010). The literature has proved the relationship WHS represents for a heritage site (Poria, Reichel, and Cohen between satisfaction and loyalty at the conative stage of 2011; Williams 2005). Other studies have already explored the behavioral intentions (He and Song 2009; Williams and impact of WHS on visitors and/or potential visitors. Yan and Soutar 2009). Consequently, if overall satisfaction is high, Morrison (2007) investigated the relationship between visi­ the tourist will speak of it positively with his or her friends tors’ awareness of the destinations’ World Heritage and influ­ and relatives, by word-of-mouth communication, and will ence on visit decisions, according to the tourist’s level of probably revisit the attraction in the future (Tian-Col, awareness of the WHS, and did not find that awareness of Crompton, and Wilson 2002), so the following hypothesis is WHS had a strong incidence in decisions to visit the destina­ proposed: tion. Hall and Piggin (2001) studied the link between World Heritage listings and increased visitor numbers, and found that Hypothesis 4: A tourist’s satisfaction with a heritage stakeholders’ expectations were higher than expected. Poria, site directly and positively influences his or her Reichel, and Cohen (2011) measure the motivations with behavioral intentions. regard to a WHS destination, willingness to travel and willing­ ness to wait, and found significant differences between those tourists who perceive the heritage site as a WHS and those Behavioral Intentions who do not. These authors found that tourists who perceived Oliver (1999) defines loyalty as the highest level of commit­ the site as a WHS were more motivated to visit it, more willing ment, implying transition from a favorable predisposition to pay an entrance fee and for a guided tour, and were better toward a product to a repeated purchase commitment, as a disposed to spend more time waiting in line to reach the site. step prior to the action of purchase in several phases, from Based on the exposition of the prior literature and on the lesser to greater commitment: cognitive, affective, conative, fact that no studies use the moderator effect of the tourist’s and action. Many researchers have considered the attitudinal identification of the attraction as a WHS in a causal relation­ part of loyalty to be an adequate measurement for the evalua­ ship model, the following hypothesis is proposed: tion of loyalty (Varki and Colgate 2001; Yi and La 2004). This has very frequently been measured in studies of tourism Hypothesis 5: Knowledge of World Heritage Site will services as behavioral intentions, that is, intentions to revisit have some moderating effects on the relationship or repurchase and willingness to recommend (Bonn et al. between (a) the building(s) of a World Heritage Site 2007; Chen and Chen 2010; Yi and La 2004). Thus, positive and tourist emotions, (b) employee emotional display experiences of services produce repeat visits and lead to posi­ and tourist emotions, (c) tourist emotions and satis­ tive recommendations to acquaintances and friends (Chen and faction, and (d) satisfaction and behavioral intentions. Tsai 2007; Lee, Lee, and Choi 2011), which is considered the most important and most trusted source of information for Based on the literature review, we propose the following potential tourists (Williams and Soutar 2009). structural model (Figure 1):

The Moderator effect of Research, Design, and Method Knowledge of UNESCO WHS Study Site Numerous studies have noted the international visibility and the public’s greater knowledge of a tourism destination if Tourists visiting the Basilica of La Sagrada Família were one of its attractions appears in the WHS listing (Shackley chosen to test the theoretical model proposed because the

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the Nativity façade and the Crypt are UNESCO WHS. For this reason, and taking into account that the majority of tour­ ists visiting La Sagrada Família do not hire professional guides for the visit, it was highly likely that some of the visi­ tors did not know before or after the visit about the UNESCO WHS.

Measures, Sampling, and Data Collection The survey questionnaire was developed on the basis of a literature review. A total of 20 questions were designed about the constructs of the model as well as the classification questions. Of the items used for the measurement of percep­ tions of the heritage building, three were adapted from the Figure 1. Structural model. scale development study by Harrison and Shaw (2004). The selection of employee displayed emotions items for inclusion in the study was based on the work of Tsai (2001). The tour­ characteristics of the site coincide with the objectives of the ist emotions items were adapted from the scale of Yuksel study. (2007). Satisfaction items were adapted from the study of First, the Basilica was chosen because it is a monumental Chiou, Droge, and Hanvanich (2002). Finally, for behavioral and spectacular building, still unfinished, with 12 towers intentions, the items were based on the study by Varki and between 107 and 112 meters in height, of the 18 that it will Colgate (2001). All items were modified and adapted to the have when completed. The church has five naves and a cultural heritage context. crossing with three, forming a Latin cross. The interior mea­ The question that allowed us to carry out the multi-group surements are nave and apse 90 meters, crossing 60 meters, analysis was formulated at the start of the questionnaire to width of the central nave 15 meters, side naves 7.5 meters, the tourists participating in the study, and refers to the total main nave 45 m, width of the crossing 30 meters Sagrada Família as world heritage: “Is La Sagrada Família (Sagrada Família 2012). recognized by UNESCO as a World Heritage Site?” The Second, the contact of the employees with visitors is data obtained allowed us to form two groups, the first of especially intense around the precinct to order the lines that which knew that La Sagrada Família is recognized by form at the entrances. In the entrance kiosks where tickets UNESCO as a World Heritage Site, and a second group who are sold for the different visits that can be made (e.g.: Basilica did not know that La Sagrada Família was recognized by visit €13, Basilica visit + Gaudí House Museum, €16.50, UNESCO as a World Heritage Site. Basilica visit + ascent of towers + audioguide, €20). In the Furthermore, to test the items of the questionnaire, a elevators that take visitors up to 55 meters where a bridge pilot study, prior to the survey, was performed with the connects the towers of the Nativity façade, and up to 65 objective of verifying that the tourists understood the con­ meters where another bridge connects the towers of the tent of the questions and that it was adapted to the context. Passion façade, so they can appreciate the views over the For this reason, a pretest with 45 personal interviews was whole city. During the ride, they explain what the visitors carried out during March 2011. All this allowed the word­ can do once they leave the elevator. In the interior of the ing of some of the items of the questionnaire to be improved. Basilica, they try to control the movements of the tourists The items of the questionnaire were valued by means of a and indicate the areas that cannot be accessed. At the infor­ 5-point Likert-type scale, where 1 = totally disagree and mation desk, employees offer the only free information leaf­ 5 = totally agree. let and respond to questions. In the audioguides centre, A total of 939 personal interviews were carried out during employees explain the operation of the audioguides. Finally, the months of March to May 2011, of which 56 question­ in the shop, one employee orders the queue and the turn for naires were rejected because they were incomplete or pre­ entering the shop, while the sales personnel attend to visi­ sented some defect, finally accepting 883 interviews (see tors’ purchases. All this, bearing in mind that La Sagrada sample profile in Table 1). Família has a very small employee structure. Most of the The information was gathered between March 28 and employees in contact with visitors work for service firms May 8, 2011, on the basis of a convenience sampling strat­ such as Manpower, Antenna International, Iman, CPM, and egy, the interviewer being present every day during the time Prosegur, who are contracted by the Foundation that man­ period considered. On average 22 tourists were surveyed ages La Sagrada Família. every day, including weekends, during La Sagrada Família’s Third, there is no reference in the interior of the Basilica, visiting hours. This strategy permitted us to obtain the maxi­ in the script of the audioguide, on the official website, or in mum possible number of tourist profiles during the time the information leaflet of La Sagrada Família of the fact that period mentioned.

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Table 1. Sample Profile. Tourists Know Tourists Don’t Know Sagrada Família Is Sagrada Família Is Demographic Characteristics UNESCO WHS (%) UNESCO WHS (%) Total (%) Gender Male 261 54.26 206 51.24 467 53.07 Female 220 45.74 196 48.76 416 46.93 Total 481 54.47 402 45.53 883 100.00 Age (years) 18-24 44 9.16 71 17.67 115 13.02 25-34 76 15.80 96 23.88 172 19.47 35-44 128 26.61 85 21.14 213 24.12 45-54 112 23.28 65 16.16 177 20.05 55-64 73 15.17 29 7.22 102 11.56 65 and over 48 9.98 56 13.93 104 11.78 Occupation Employee 222 46.15 128 31.84 350 39.64 Self-employed 88 18.29 54 13.45 142 16.08 Students 74 15.38 99 24.62 173 19.60 Retired 57 11.85 74 18.40 131 14.83 Others 40 8.33 47 11.69 87 9.85 Education Without studies – 0.00 18 4.48 18 2.05 Elementary school 4 0.84 58 13.54 62 7.02 High school 69 14.34 157 39.05 226 25.59 University degree 408 84.82 169 42.03 577 65.34 Income of households Below average 67 13.94 116 28.85 183 20.73 Average 296 61.53 197 49.00 493 55.83 Above average 118 24.53 89 22.15 207 23.44

Note: UNESCO = United Nations Educational, Scientific and Cultural Organization; WHS = World Heritage Site.

The interviews were performed at the exit from the Results Basilica of La Sagrada Família after the tourist had finished Validation of Scale and Invariance Test his or her visit, in order to identify their postvisit percep­ tions, and among the majority of tourists, those who had not In the first phase of the analysis, we focused on the study made the visit with a professional guide. The latter are clearly of the psychometrical properties of the model scale for the distinguishable from the rest of the visitors because they are whole sample. As can be observed in Table 2, the probabil­ concentrated in groups. ity associated with chi-squared reaches a value higher than The data were studied using structural equation models 0.05, indicating an overall good fit of the scales (Jöreskog by means of a multi-group analysis. The models were esti­ and Sörbom 1996). The convergent validity is demonstrated mated from the matrices of variances and covariances by the in two ways. First because the factor loadings are significant maximum likelihood procedure with EQS 6.1 statistical soft­ and greater than 0.5 (Bagozzi 1980; Bagozzi and Yi 1988; ware (Bentler 1995). First we carried out a study of the Hair et al. 2006), and second because the average variance dimensionality, reliability, and validity of the scale. This extracted (AVE) for each of the factors is higher than 0.5 analysis permitted us to refine the scale, eliminating nonsig­ (Fornell and Larcker 1981). The reliability of the scale is nificant items. Subsequently, the invariance of the instru­ demonstrated because the composite reliability indices of ment of measurement was verified, in order then to be able to each of the dimensions obtained are higher than 0.6 (Bagozzi compare the regression coefficients of each of the two sam­ and Yi 1988). ples (moderator effect—hypothesis 5). Prior to this compari­ Table 3 shows the discriminant validity of the constructs son, the causal relationships for the whole sample were considered, evaluated through AVE (Fornell and Larcker determined in order to test hypotheses 1 to 4. 1981). For this, a construct must share more variance with its

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Table 2. Analysis of the Dimensionality, Reliability, and Validity of the Scale (Fully Standardized Solution). Items Factor Loading t Heritage building (CR = 0.73; AVE = 0.55) Aesthetic architecture 0.67 4.70 Artistic work 0.74 4.73 Accessible 0.65 4.68 Employee displayed emotion (CR = 0.84; AVE = 0.68) Thanking 0.68 5.48 Greeting 0.88 5.62 Smiling 0.82 5.55 Tourist emotions (CR = 0.85; AVE = 0.69) The pleasure of visiting made me happy 0.75 7.49 The visit left me pleased 0.86 7.62 The visit was stimulating 0.78 7.43 Satisfaction (CR = 0.86; AVE = 0.71) I’m happy about my decision to choose the visit Sagrada Família 0.72 7.23 I believe I did the right thing when I decided to visit Sagrada Família 0.86 6.98 Overall, I am satisfied with the decision to visit Sagrada Família 0.85 6.99 Behavioral intentions (CR = 0.81; AVE = 0.71) Likelihood of revisiting Sagrada Família 0.81 7.27 Likelihood of recommending Sagrada Família 0.83 7.43

Note: Fit of the model: χ2 = 62.0435, df = 53, p = 0.18491; root mean square error of approximation = 0.074; goodness-of-fit index = 0.952; adjusted goodness-of-fit index = 0.905. CR = composite reliability; AVE = average variance extracted.

Table 3. Discriminant Validity of the Scale. df = 53). The second step estimates the model simultane­ ously in both samples to verify that the number of factors is 1 2 3 4 5 the same, or that they have the same form, and again the 1. Heritage building 0.74 model also fits adequately (χ2 = 423.43; df = 106). The third 2. Employee displayed emotion 0.41 0.82 and last step refers to the equality of the factor loadings in 3. Tourist emotions 0.48 0.36 0.83 the two groups (metrical invariance). When this restriction is 4. Satisfaction 0.43 0.47 0.60 0.84 introduced into the model, we observe that the model fit is 5. Behavioral intentions 0.44 0.35 0.55 0.55 0.84 not significantly worse than that of the previous step, as deduced from the comparison between the chi-squared of Note: Below the diagonal: correlation estimated between the factors; 2 diagonal: square root of average variance extracted. steps 2 and 3 (Δχ = 15.99; Δdf = 14; p = 0.3139 > 0.05), so the invariance of the factor loadings is ratified. indicators than with other constructs of the model. This occurs when the square root of the AVE between each pair of Causal Relationships and Moderator Effects factors is higher than the estimated correlation between those To test hypotheses 1 to 4, we next perform an analysis of the factors, as does occur here, thus ratifying its discriminant causal relationships for the total sample (Table 5). This is validity. adequate, because the probability of the chi-squared is We will focus below on the development of the invari­ higher than 0.05 (0.11638), goodness-of-fit index (GFI) ance of the instrument of measurement. This analysis is prior (0.937) is close to unity and root mean square error of to the verification of the differences in the parameters that approximation (RMSEA) is close to zero (0.058). are common to the study variables between the groups con­ With regard to the result of the hypotheses, a direct and sidered (Byrne 2006; Hair et al. 2006). The first step consid­ positive relationship is observed of heritage building and ers the model individually for each of the samples. As we employee displayed emotions with tourist emotions, so observe in Table 4, the model fits well, separately, in the two hypotheses 1 and 2 are supported. Also, tourist emotions samples: tourists who do not know La Sagrada Família is a have a direct and positive effect on satisfaction, supporting UNESCO WHS (χ2 = 127.19; df = 53) and tourists who do hypothesis 3. Furthermore, the effect of satisfaction on know La Sagrada Família is a UNESCO WHS (χ2 = 296.24; behavioral intentions is confirmed, providing support for

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Table 4. Invariance Measurement Test. χ2 df Δχ2 Δdf p RMSEA (90% CI) SRMR CFI NNFI Individual groups Tourists don’t know SF is UNESCO WHS 127.19 53 0.068 (0.053-0.082) 0.041 0.956 0.941 Tourists know SF is UNESCO WHS 296.24 53 0.089 (0.079-0.099) 0.046 0.942 0.911 Measurement of invariance Simultaneous model 423.43 106 0.082 (0.074-0.091) 0.043 0.950 0.915 Model with restricted factor loadings 439.42 120 15.99 14 0.3139 0.078 (0.070-0.085) 0.048 0.949 0.924

Note: RMSEA = root mean square error of approximation; CI = confidence interval; SRMR = standardized root mean square residual; CFI = comparative fit index; NNFI = nonnormed fit index; SF = Sagrada Família; UNESCO = United Nations Educational, Scientific and Cultural Organization; WHS = World Heritage Site.

Table 5. Structural Model Relationships Obtained (0.82 and 0.77; Δχ2 = 5.82; p = 0.01 < 0.05), and between Path Parameter t heritage building and behavioral intentions (0.43 and 0.04; Δχ2 = 20.00; p = 0.00 < 0.05). On the other hand, the last Heritage building → Tourist emotions 0.56 5.94 relationship is not significant in the sample of tourists who → Employee displayed emotions 0.21 3.69 do not know that La Sagrada Família is a UNESCO WHS. Tourist emotions Moreover, we found a greater influence in the sample of Tourist emotions → Satisfaction 0.81 3.33 Satisfaction → Behavioral intentions 0.61 4.25 tourists who do not know La Sagrada Família is a UNESCO Heritage building → Behavioral 0.28 6.25 WHS than the sample of tourists who know La Sagrada intentions Família is a UNESCO WHS in the relationships between

2 employee displayed emotions and tourist emotions (0.32 and Note: Fit of the model: χ = 71.0656; df = 58; p = 0.11638; root mean 0.17, Δχ2 = 3.87; p = 0.04 < 0.05), and satisfaction and square error of approximation = 0.058; goodness-of-fit index = 0.937; 2 adjusted goodness-of-fit index = 0.913. behavioral intentions (0.82 and 0.46, Δχ = 24.73; p = 0.00 < 0.05). hypothesis 4. There is also a direct effect of heritage building on behavioral intentions, a causal relationship not hypothe­ Discussion sized in the model. This study analyzes the relationships among heritage build­ We next estimate the existence of significant differences ing perception, employee displayed emotions, tourist in the causal relationships, to analyze the moderating effect emotions, satisfaction and behavioral intentions, and the exercised by the different knowledge of UNESCO WHS moderator effects of knowledge of UNESCO WHS. between two groups: tourists who do not know and tourists Although the marketing literature has studied the effect of who do know that La Sagrada Família is a UNESCO WHS. the surroundings of the service on customer emotions (Lin We add the restrictions that permit calculation of these and Liang 2011), insufficient work has been done on the significant differences between the parameters estimated, consumer of heritage tourism, and specifically on how the through comparison of the chi-squared of the restricted perception of the heritage building and employee displayed structural model with the chi-squared of the unrestricted emotions affect tourist emotions. The study also includes the structural model, as shown in Table 6. All these calculations relationships between the constructs of tourist emotions with enable us to test the hypotheses put forward. satisfaction, and satisfaction with behavioral intentions in The analysis carried out to establish the causal relation­ the context of heritage tourism. The results show various ships between the variables being studied is adequate, contributions that enrich the literature on heritage tourism. because the probability of the chi-squared is higher than 0.05 The first is that tourists’ emotions are an important factor in (0.95894), GFI is close to unity (0.924), and RMSEA is visits to heritage sites and, specifically, as is the case of this close to zero (0.063). study, visits to heritage buildings, since tourists’ perceptions The knowledge that La Sagrada Família is a UNESCO of the heritage building positively influence their emotions. WHS is found to moderate the model. In Table 6, significant This result agrees with earlier ones in other contexts where differences can be observed between the two groups of visi­ customers develop stronger emotions when the physical fac­ tors in the causal relationships posited in the model. Knowing tors are attractive (Sherman, Mathur, and Smith 1997). The that La Sagrada Família is a UNESCO WHS exercises strength of the causal relationship between the heritage greater influence than not knowing that La Sagrada Família building and tourists’ emotions demonstrates that, as well as is a UNESCO WHS in the relationships between heritage the tourists’ personal experiences in relation to the visit to a building and tourist emotions (0.60 and 0.41, Δχ2 = 4.88; heritage site, as suggested by the authors who have referred p = 0.02 < 0.05), between tourist emotions and satisfaction to the experientially based approach (Apostolakis 2003;

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Table 6. Knowledge of Sagrada Família as a UNESCO World Heritage Site: Relationships Obtained. Tourists Do Not Know Tourists Know SF Is SF Is WHS WHS Path Parameter t Parameter t Δχ2 p Heritage building → tourist emotions 0.41 4.08 0.60 8.08 4.88 0.02 Employee displayed emotions →tourist emotions 0.32 3.69 0.17 3.01 3.87 0.04 Tourist emotions → satisfaction 0.77 37.19 0.82 14.76 5.82 0.01 Satisfaction → behavioral intentions 0.82 3.42 0.46 3.32 24.73 0.00 Heritage building → behavioral intentions 0.04 0.70 0.43 3.52 20.00 0.00

Note: Fit of the model: χ2 = 110.5111; df = 138; p = 0.95894; root mean square error of approximation = 0.063; goodness-of-fit index = 0.924; adjusted goodness-of-fit index = 0.908. Simultaneously, latent variables test: Δχ2 = 36.34; Δdf = 5; p = 0.00 < 0.05. UNESCO = United Nations Educational, Scien- tific and Cultural Organization; WHS: World Heritage Site.

Poria, Butler, and Airey 2003; Timothy and Boyd 2003), With regard to the moderator effect of knowledge of some emotions related with the most hedonic part of the visit UNESCO WHS, the results indicate that this moderator form an essential part of the experience. And in these emo­ effect exists in all the causal relationships of the structural tions the perception of the monumentality of the buildings of model. The results show that the differences in the relation­ La Sagrada Família plays a fundamental part. ships between heritage building, tourist emotions, and satis­ The findings indicate a positive and less intense relation­ faction are more significant for the group of tourists who ship between employee displayed emotions and tourist emo­ know La Sagrada Família is a UNESCO WHS. Also, the tions. This could mean that tourists perceive the services direct relationship between heritage building and behavioral performed by the contact personnel at a heritage site as being intentions is significant for the group who know La Sagrada less important for the development of the visit, unlike what Família is a UNESCO WHS. These tourists who know of the happens in other services where employee displayed emo­ Sagrada Família’s designation as UNESCO WHS are better tions are a strong predictor of consumer emotions (Wang informed, and can therefore be considered to be heritage 2009). This result agrees with Finn (2001), who states that tourists, so the results harmonize with those obtained by the importance of the personnel increases in those sectors Poria, Reichel, and Cohen (2011). These authors found that where they play a much more important role in the relation­ the differences between two groups of tourists, based on ship between provider and customer. Nevertheless, the their perception of the site as world heritage, on their motiva­ results show that a positive emotional state in the employees tions for visiting a heritage site or willingness to travel to a influences tourists’ emotions, thus fulfilling the postulates heritage destination, were always more significant in the of the emotional contagion theory (Hatfield, Cacioppo, and group that considered the heritage site as a part of the World Rapson 1994). Heritage. The findings also indicate that tourist emotions are a We find more significant differences in the relationships strong predictor of satisfaction. This is the strongest causal between employee displayed emotion and tourist emotions, relationship of the whole model and confirms earlier studies and between satisfaction and behavioral intentions, in tour­ in the literature on tourism (Williams and Soutar 2009) and ists who do not know La Sagrada Família is a UNESCO also on heritage, such as Camarero and Garrido (2011) in the WHS. These results indicate that we are looking at a group context of museums. that could be assimilated to what the literature has called not The study demonstrates the influence of satisfaction over exclusively heritage tourists (Poria, Biran, and Reichel 2009; tourists’ behavioral intentions toward La Sagrada Família, Poria, Butler, and Airey 2003) who, because of ignorance of agreeing with earlier studies that confirm this causal rela­ the cultural heritage of the tourism destination or of the site tionship in heritage tourism (Yuan and Jang 2008; Chen and itself, demand more from the interaction with the personnel. Chen 2010). Furthermore, this group when satisfied with the visit is better We have also identified a direct relationship, not hypoth­ disposed to revisit and to recommend the site. esized, between heritage building and behavioral intentions that, though less intense than the indirect relationship via sat­ isfaction, is in line with Harrison and Shaw (2004), who Conclusions, Implications for identified the same direct relationship in an exploratory Management, and Limitations study for the case of museums. The findings also point in the To summarize, the findings clearly indicate that for the tour­ same direction as those of the study by Bonn et al. (2007) for ist there exists an indirect route to behavioral intentions that some cultural theme parks in Florida, which relates ambi­ starts from the emotions, with two antecedents: heritage ence, design, and layout and social service environment building and employee emotional display, continues with directly to behavioral intentions. satisfaction and leads to behavioral intention (recommending

Downloaded from jtr.sagepub.com at UNIV OF CHICAGO LIBRARY on October 12, 2014 Palau-Saumell et al. 373 and revisiting). But, in addition, a direct effect, not previ­ research should test the proposed model at other WHS with ously hypothesized, has been identified between the heritage the aim of broadening the sample and being able to compare building and behavioral intentions. This direct effect, together the results. with the robustness of the relationship between satisfaction and behavioral intentions, could suggest that, as this is a Declaration of Conflicting Interests heritage building in construction, the tourist perceives that The author(s) declared no potential conflicts of interest with the site will change in the next few years. This idea may respect to the research, authorship, and/or publication of this reinforce intentions to revisit and to recommend the visit. article. The results show that the influence of the heritage build­ ing on emotions, and of emotions on satisfaction, is less Funding among tourists who do not know that La Sagrada Família is The author(s) received no financial support for the research, author­ a UNESCO WHS. As demonstrated in the study, the rela­ ship, and/or publication of this article. tionships that influence emotions and satisfaction improve substantially in those tourists who know that La Sagrada References Família is a WHS, so the work of communicating the WHS Apostolakis, A. (2003). “The Convergence Process in Heritage label by all those involved in the heritage site is very impor­ Tourism.” Annals of Tourism Research, 30 (4): 795-812. tant. Sallent, Palau, and Guia (2011) indicated the impor­ Ashforth, B. E., and R. H. Humphrey. 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Wang, E. S.-T. (2009). “Displayed Emotions to Patronage Inten­ Role of a Wine Festival.” Journal of Travel Research, 46 (3): tion: Consumer Response to Contact Personnel Performance.” 279-88. Service Industries Journal, 29 (3): 317-29. Yuksel, A. (2007). “Tourist Shopping Habitat: Effects on Emotions, Watson, D., L. A. Clark, and A. Tellegen. (1988). “Development Shopping Value, and Behaviours.” Tourism Management, 28 and Validation of Brief Measures of Positive and Negative (1): 58-69. Affect: The PANAS Scales.” Journal of Personality and Social Psychology, 54 (6): 1063-70. Author Biographies Williams, K. (2005). “The Meaning and Effectiveness of World Heri­ Ramon Palau-Saumell is an associate professor in the Department tage Designation in the USA.” In The Politics of World Heritage: of Economics and Business Organization at the University of Negotiating Tourism and Conservation, edited by D. Harrison Barcelona and Department of Organization Business Management and M. Hitchcock. Clevedon, UK: Channel View, pp. 132-36. and Product Design at the University of Girona, Catalonia, Spain. Williams, P., and G. N. Soutar. (2009). “Value, Satisfaction and He received his PhD from the Autonomous University of Catalonia. Behavioral Intention in an Adventure Tourism Context.” Annals His primary research interests are consumer behavior and tourism of Tourism Research, 36 (3): 413-38. marketing. Willson, G. B., and A. J. McIntosh. (2007). “Heritage Buildings and Tourism.” Journal of Heritage Tourism, 2 (2): 75-93. Santiago Forgas-Coll is currently an associate professor in Wirtz, J., and J. E. G. Bateson. (1999). “Consumer Satisfaction with the Department of Economics and Business Organization at the Services: Integrating the Environment Perspective in Services University of Barcelona, Spain. He received his PhD from the Marketing into the Traditional Disconfirmation Paradigm.” University of Girona, Catalonia, Spain. His main research interests Journal of Business Research, 44 (1): 55-66. cover all aspects of services and tourism marketing, with a focus on Wirtz, J., A. S. Mattila, and R. L. P. Tan. (2000). “The Moderating consumer behavior. Role of Target-Arousal on the Impact of Affect on Satisfaction— An Examination in the Context of Service Experiences.” Jour- Javier Sánchez-García is a professor in the Department of nal of Retailing, 76 (3): 347-65. Business Administration and Marketing at the Jaume I University, Yan, Ch., and A. M. Morrison. (2007). “The Influence of Visitors’ Spain. He received his PhD from the Jaume I University. His Awareness of World Heritage Listings: A Case Study of Huang­ research interests are services marketing, tourism marketing, and shan, Xidi, and Hongcun in Southern Anhui, China.” Journal of consumer behavior. Heritage Tourism, 2 (3): 184-95. Yi, Y., and S. La. (2004). “What Influences the Relationship between Lluís Prats-Planagumà is an assistant professor in the Department Customer Satisfaction and Repurchase Intention? Investigating of Organization, Business Management, and Product Design at the the Effects of Adjusted Expectations and Customer Loyalty.” University of Girona, Catalonia, Spain. He received his PhDs from Psychology & Marketing, 21 (5): 351-73. Jaume I University, Spain, and Toulouse University, France. His Yuan, J., and S. Jang. (2008). “The Effects of Quality and Satis­ research interest is in the areas of product innovation in tourism, faction on Awareness and Behavioral Intentions: Exploring the destination management, and social networks.

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