Introduction

Tourism linked to Intangible Cultural Heritage (ICH) has received increasing academic attention in recent years, as it is recognized that these manifestations constitute unique but also fragile tourism resources, whose management requires a balance between preservation and development (UNESCO, 2003; Lenzerini, 2011). The Convention for the Safeguarding of the Intangible Cultural Heritage (UNESCO, 2003) underscores the importance of protecting living traditions—such as rituals, festivals, traditional knowledge, and folk arts—which, in addition to generating cultural identity, can become high-value tourist attractions.

From a tourism perspective, several studies have analyzed the relationship between ICH and the visitor experience. Also underlined the relevance of ICH as a driver of local development. Shakya (2024) shows how intangible heritage can promote rural sustainability in Europe, while Lonardi (2022) analyzes its role in preserving minority identities.

At the institutional level, the World Tourism Organization (UNWTO, 2013) has pointed out that tourism associated with ICH constitutes an opportunity to diversify the offer and generate authentic experiences.

Although the Fiesta de los Patios (Courtyard Festival) has international recognition as a result of its designation as an Intangible Cultural Heritage by UNESCO, empirical studies on intangible heritage that analyze the influence of its listing on visitors’ perceptions of quality, lived experience, and loyalty to the event are scarce. In other words, there is a gap in the literature on this aspect. In a tourism context where destinations compete by creating authentic experiences, this study provides empirical evidence of an Intangible Cultural Heritage on the factors that enable visitor loyalty through the management of perceived quality and the emotions generated by the event.

Intangible Cultural Heritage inscriptions are often understood as tourism experiences, which highlights the value of these recognitions from the perspective of tourist engagement (Alahakoon & Udunuwara, 2022). On an annual basis, UNESCO publishes its Intangible Cultural Heritage (ICH) and World Heritage Sites (WHS) inscriptions. The objective of drawing up these lists is to uphold these places to preserve them for future generations, although they also constitute an important tourism draw as well (Mariani and Guizzardi, 2020). Under the umbrella of the inscription granted by UNESCO, a distinction is created—a “brand” that is considered synonymous with the tourism quality of the destination and plays a key role in its economic development (Vena Oya et al., 2022). Several authors have pointed out the positive relationship between the generational transmission of Intangible Cultural Heritage inscriptions as a tourism resource (Kim et al., 2019), as in many cases they are what enable an ICH to survive (Qiu et al., 2020).

In 2012 the Córdoba Courtyards Fiesta was declared ICH, as it was deemed to “promote the courtyard’s function as an intercultural meeting site promoting a sustainable and collective way of life based on the forging of solid social ties and networks of solidarity and exchanges between neighbors, stimulating, at the same time, the acquisition of knowledge and respect for nature” (UNESCO, 2012). In economic terms, the designation resulted in an increase in tourism to the city of Córdoba, as it elevated the event to an international level that it had previously lacked (Manjavacas Ruiz, 2018).

The scientific literature has indicated the importance of perceived quality with regard to tourism experiences and the development of loyalty to a destination (Tran et al., 2022). In the field of cultural tourism, tourists’ satisfaction, in addition to being the result of comparing expectations and experiences (Kozak et al., 2005), also affects the likelihood that they will recommend the destination and return to it (Bayih and Singh, 2020). In addition, it has been shown that the emotions tourists feel during their visits play a fundamental role in the creation of affective bonds with the destination, strengthening their future behavioral intentions (Nguyen and Duong, 2025).

The aim of this study, then, is to analyze the effect that perceived quality has on the emotional experiences, satisfaction, and future behavioral intentions of tourists who visit the Córdoba Courtyards Festival. That is, the main objective of this research is to analyze the influence of perceived value on the emotional experience, satisfaction, and behavioral intention of tourists attending the Córdoba Courtyards Festival, in order to identify the key factors that favor the generation of tourist loyalty in the context of an event declared intangible cultural heritage by UNESCO. Based on the existing literature in this field, we seek to understand how perceptions of the quality of the destination impact the generation of positive emotions in visitors, and their degrees of satisfaction, and how these factors, in turn, affect their loyalty and their recommendations of the event to third parties. Intangible Cultural Heritage inscriptions are often understood as tourism experiences, which highlights the value of these inscriptions from the point of view of the touristic experience (Alahakoon and Udunuwara, 2022). The specific objectives of the research are to evaluate the effect of perceived quality on tourist satisfaction, the relationship between perceived value and emotional experience and behavioral intention, as well as to validate the structural equation model that integrates these relationships in the field of intangible heritage.

In this study, a structural equation model (PLS-SEM) will be applied to analyze the relationships between perceived quality, satisfaction, emotional experience, and behavioral intention. The results are expected to be useful for the issuance of recommendations for the enhanced management of tourist events and to burnish the image of the Córdoba Courtyards Festival as a sustainable and competitive attraction in the tourism market. For efficient management of tourist destinations, information on the influence of the quality of the services provided on satisfaction and loyalty is necessary. Therefore, this study makes both a theoretical and practical contribution, offering useful tools for the design and promotion of cultural events.

Literature review

Tourists’ perceptions of quality

Aaker (1991) defines perceived quality as the customer’s perception of the quality of a product, or its superiority or inferiority in relation to its intended purpose of use; that is, the quality that consumers perceive will refer to the impression that they get of the product (Solin and Curry, 2023). Applying this definition to the field of Tourism, the quality tourists perceive can be defined as their judgments based on the feelings generated by the experiences they have had at a given destination (Jin, Lee and Lee, 2015). Other authors, however, define perceived quality not as the tourist’s emotional response, but rather a cognitive one, to the quality of the destination infrastructure, accommodations, and entertainment offerings (Tran et al., 2022; Hazel and Kang, 2018).

Perceived quality is understood to be one of the key factors when developing marketing strategies in the tourism industry (Wang et al., 2017), as it is one of the vital components in the creation of the destination “brand” (Horng et al., 2012). So much so that perceived quality allows the brand to be differentiated from its competitors and, in this way, consumers justify their purchases (Shi et al., 2022). If tourists perceive the destination to be of high quality, their self-congruence with the destination brand will be stronger (Xu et al., 2021). Therefore, it is of great importance for tourism managers to be aware of the characteristics of destinations that enhance tourists’ perceptions of their quality. However, due to its subjective nature, quality is often difficult to define. In addition, it is constantly changing, as tourists continually evaluate quality in comparison to their expectations (Chi et al., 2020a). That is, the perceived quality of a tourist destination is the result of visitors’ judgments, in which they compare their expectations regarding the service, and their perceptions of it, which is subjective (Parasuraman et al., 1988)

Perceived quality has been used in various studies to study tourists’ levels of satisfaction, as well as their future behavioral intentions (Vinh and Phuong, 2017).

In relation to the influence of perceived quality on tourists’ satisfaction, there are several studies that associate the two concepts. The study carried out by Ranjbarian and Pool (2015), stresses how tourists’ perceptions of the quality and value of a destination have a direct effect on their degrees of satisfaction, and how both factors impact their plans in terms of their future behavior and intentions to return. In this way, perceived quality can become an important predictor of the satisfaction experienced on the trip (Kao et al., 2008).

In the tourism sphere, in addition to highlighting the effect of perceived quality on satisfaction, emphasis is placed on the effect of this perception of quality on tourists’ future behavioral intentions. Perceived quality plays a key role in gauging tourists’ behavioral intentions, as, by analyzing their evaluations of the image of the destination, and their memories of past consumption there, their intention to return to that specific destination can be explained (Ruan et al., 2020). Perceived quality is fundamental in the process of creating loyalty toward the destination brand (Tran et al., 2020). Therefore, perceived quality also emerges as the main construct when explaining and predicting tourists’ future behavioral intentions; that is, their loyalty (Chi et al., 2020b; Loureiro y Gonzálezl, 2008). Studies such as that conducted by Wani et al. (2023) highlight how tourists’ future behavioral intentions are positively influenced by their perceived value. They also support the mediating role of tourists’ satisfaction levels in the impact of perceived value on behavioral intentions.

There are several studies that point to the positive influence of tourists’ subjective judgments of perceived quality on their future intentions (Sharafuddin et al., 2022). In this way, it can be stated that perceived quality shapes the development of loyalty towards the destination as a brand; that is, that tourists’ subjective judgments after evaluating the perceived quality of the destination will influence images generated of it, and, consequently, their intention to revisit it (Huang, 2025). If tourists perceive a destination as having personality and find it exciting, they are more likely to recommend it and share their positive impressions with family and friends. All tourists seek excitement when deciding to visit a destination, so if they perceive it as an exciting, satisfying, and high-quality destination, they are more likely to make positive recommendations (Kovačić y Šagovnović, 2023).

Therefore, positive evaluations of perceived quality result in high satisfaction and increase tourist motivation to visit the destination again and recommend it to third parties (Tran et al., 2022). Thus, perceived quality impacts satisfaction and, directly and indirectly, behavioral intention (Le et al., 2024). Perceived quality and value must be considered when designing tourism strategies in order to devise more profitable tourism products, as guaranteeing high perceived quality entails an emotional experience and positive satisfaction, which translates into the generation of loyalty towards the destination (Wang and Li, 2023; Sharafuddin et al., 2024).

Tourists’ satisfaction

Satisfaction can be defined as a consumer’s overall assessment of a given product or service, taking into account all aspects or attributes of it (Kozak et al., 2005). That is, satisfaction is a way of measuring both the cognitive and emotional reactions of tourists (Dominguez-Quintero et al., 2020). In this way, satisfaction can be considered the mental process by which a consumer compares their expectations of a product or service and their actual experience during its consumption. This definition encompasses both the emotional and cognitive aspects of satisfaction. (Prayag et al., 2021).

Studies such as those carried out by Kusumawati and Rahayu (2020) and Kumar et al. (2020) confirm the power of the affective component of satisfaction to generate loyalty towards destinations as brands. Tourist satisfaction has a direct impact on their behavioral intention, which affects revisit intention and destination reputation. (Syakier and Hanafiah, 2022). Satisfaction felt during the visit will create an experience, one which persists in tourists’ memories, and this influences the generation of loyalty to the destination (Fu et al., 2023; Tiwari et al., 2023). Thus, those tourists who feel greater satisfaction with a destination will display behaviors consistent with their satisfaction, such as expressing their intention to revisit it, recommending it to third parties, or creating a community of proponents of the destination (Vareiro et al., 2019; Altunel and Erkurt, 2015). Thus, satisfaction is an excellent predictor of tourists’ behavioral intention, both in terms of returning and promoting the destination (Wani et al., 2023) and in cultural destinations, achieving tourist satisfaction is key to guaranteeing their success and survival (Dai et al., 2021).

Therefore, tourist satisfaction entails the adoption of loyal behavior towards the destination, and, consequently, can be considered the main factor predicting visitors’ behavior (Tran et al., 2023; Dini et al., 2024; Bayihy and Singh, 2020).

Emotional experience

The consumer experience can be defined as the set of feelings and emotions that the consumer experiences during the consumption process, with their interaction with the people and the environment at the destination forming part of this, triggering cognitive, emotional and behavioral responses (Jain et al., 2017). That is, the consumer experience is shaped by the physical and emotional experience had by the consumer in all the phases of the consumption chain (Mascarenhas et al., 2006). Within the consumer experience, different components can be identified, highlighting the emotional component, which refers to people’s affective and emotional reactions (Pekovic and Rolland, 2020).

Applying this definition to tourism, this activity is, at the end of the day, another form of consumption in which an experience is had, and in which the emotional component constitutes a key element in the shaping of tourists’ behaviors (Su and Hsu, 2013). In this way, emotional experiences, both positive and negative, play a fundamental role in the generation of future behavioral intentions (Su et al., 2020), as, based on the emotions felt during the visit to a given destination, tourists will have a behavioral response; that is, emotions emerge as drivers and motivators of tourists’ behavior (Gao et al., 2021).

There are several studies in the field of marketing and tourism that have studied the role of the emotional experience on the generation of tourism behaviors (Su and Hsu, 2013; Su et al., 2014), which is of great relevance to tourism management (Akgün et al., 2020). Having positive experiences at a destination triggers sharing and recommendations of it, which, in turn, results in the enhancement of the tourist Destination's reputation and its positive promotion (Akgün et al., 2020).

The ability of a destination to generate positive emotions in tourists who visit it will have a direct influence on their satisfaction with it and their affective commitment and loyalty to it (Nguyen and Duong, 2025). Tourists’ positive impressions of a destination result in, first, an increase in their intention to revisit it; and, second, it turns these tourists into proponents of the destination, which bolsters its reputation (Akgün et al., 2020). Along these lines, studies such as the one carried out by Nguyen and Doung (2025) argue that the emotional value perceived by tourists has an indirect influence on loyalty, through satisfaction and affective commitment. The relationship between emotional experiences and tourist satisfaction has been increasingly supported by theoretical and empirical research, and this is particularly relevant in tourism, where emotional regulation processes shape not only immediate affective reactions but also the retrospective evaluation of the experience, directly influencing satisfaction and memory retention. A tourist destination is understood as a composite of services and experiences that elicit emotional responses—both positive and negative—which are critical to satisfaction (Xu et al., 2019). Xu et al. (2019) has demonstrated that emotions experienced during visits to cultural attractions like museums significantly contribute to overall satisfaction, confirming the affective component’s role in evaluative judgments. That is, tourists’ emotional experience and perception of the destination shape their satisfaction (Kovačić y Šagovnović, 2023). Similarly, Hosany and Prayag (2013) emphasized that tourists’ emotional bonds to destinations—through emotions such as joy, love, positive surprise, or unpleasantness—serve as key indicators of post-consumption satisfaction or dissatisfaction. Ma et al. (2018) further identified specific emotional dimensions—such as excitement, happiness, and relaxation on the positive side, and irritation or boredom on the negative—that correlate strongly with visitor satisfaction levels. Collectively, these studies support the notion that emotional experiences are not merely by-products of tourism but central components that actively shape tourists’ satisfaction and future behavioral intentions.

Sociodemographic profile

The analysis of the sociodemographic profile of cultural tourists is a key research area in the field of tourism. Knowing this profile is essential to the efficient management of tourism destinations, which has led to it being a topic widely studied in the scientific literature (Menor-Campos et al., 2020). Several studies have linked variables such as gender, age, educational level, and income with satisfaction and emotional experience during a visit (Heung et al., 2001; Bhat and Darzi, 2018; Pasaco-González et al., 2023). Therefore, it is pertinent to present in this paper a framework for the typical sociodemographic profile of cultural tourists, which allows for a more precise interpretation of the results of our sample and a comparison with previous literature.

In general terms, the scientific literature agrees on the sociodemographic profile of the cultural tourist, except for the gender and age variables involved, on which there is no consensus. First, with regard to the gender variable, no conclusive results are found, with some studies indicating a greater preference for visiting cultural destinations (Vong and Ung, 2012; Remoaldo et al., 2014; Ramires et al., 2018), while others indicate that men are more motivated to visit this kind of destination (Correia et al., 2013; Antón et al., 2017; Adie and Hall, 2017).

Regarding the age variable, some studies cite a wide age range for cultural tourists, placing them between 26 and 45 years old (Remoaldo et al., 2014), while others cite a narrower one; specifically, between 30 and 44 (Antón et al., 2017), and between 38 and 47 (Huh et al., 2006).

In relation to educational level, most of the studies state that visitors of destinations rich in culture and heritage tend to have high ones (Huh et al., 2006; Remoaldo et al., 2017; Antón et al., 2017; Ramires et al., 2018). Likewise, most of the studies assert that the income levels of these visitors range from middle to upper middle class (Chen and Huang, 2018; Ramires et al., 2018).

These sociodemographic profile characteristics have been connected to variables such as satisfaction and emotional experience by various authors. Regarding gender, there are inconsistent results, as some studies show greater satisfaction among women with the experience (Heung et al., 2001), while others, such as that conducted by Bhat and Darzi (2018), highlight greater satisfaction among men. Regarding age, the study conducted by Pasaco-Gonzalez et al., 2023, shows significant differences by age in relation to the quality of the experience, highlighting how the 26–45 age group gives a higher rating to the assessment of whether the tourist experience allowed them to disconnect from their daily routine.

Based on the review carried out, the following hypotheses are proposed, which will be tested using the PLS-SEM method (Fig. 1):

Fig. 1
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Proposed model.

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H1: The Destination Service Quality (DSQ) positively influences (indirect) behavior (B).

H2: The Destination Service Quality (DSQ) positively influences the (indirect) emotional experience (EE).

H3: The Destination Service Quality (DSQ) positively influences (direct) satisfaction (SAT).

H4: The emotional experience (EE) positively influences consumers’ behavioral (direct) (B).

H5: Satisfaction with the Courtyards Festival (SAT) positively influences consumers’ behavior (direct) (B).

H6: Satisfaction with the Courtyards Festival (SAT) positively influences the (direct) emotional experience (EE).

Methodology

Survey design and data collection

The methodology used in this study was based on a field study of a representative sample of tourists who visited the city of Córdoba during the 2022 edition of the Fiesta de los Patios de Córdoba (Courtyards Festival), declared Intangible Cultural Heritage by UNESCO in 2012. The questionnaire used was intended to gather their opinions on a series of issues related to both the Courtyards Festival and Córdoba as a tourist destination. The questionnaire used, in order to guarantee the validity of both it and the items evaluated, was based on previous studies (McKercher, 2002; Poria et al., 2003; Lee et al., 2004; Yuan and Jang, 2008; Devesa et al., 2010; Correia et al., 2013; Remoaldo et al., 2014). Table 1 shows the different dimensions used, indicating the previous studies in which each of the items that make up these dimensions are defined.

Table 1 Survey design.
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When drawing up the questionnaire, a four-phase process was followed: in the first phase, the scientific literature was selected addressing the aspects that have been studied; secondly, an expert in the field analyzed the items collected; in a third phase a group of tourism activity managers in the city reviewed the items used; finally, in the fourth phase, a pre-test of 45 questionnaires for tourists was carried out in order to detect errors or deviations.

The questionnaire was divided into three clearly differentiated parts. The first included polytomous questions about tourists’ stays and spending in Córdoba and the city as a tourist destination. Responses were measured on a seven-point Likert scale ranging from 1 (not at all interesting) to 7 (very interesting). The second of the blocks focused on aspects such as evaluations, perceptions, levels of satisfaction and loyalty in relation to the Courtyards Festival. The items were measured on a seven-point Likert scale ranging from 1 (not satisfied/very little/disagree strongly) to 7 (very satisfied/very high/agree strongly). Finally, the third block referred to the sociodemographic profile, with questions related to age, gender, education level, income level, and professional category.

The questionnaire included 5 indicators (listed in Table 3) used to measure each of the model’s factors (the quality of the tourism destination, satisfaction with the Courtyards Festival, emotional and cultural experience, and behavioral intention), as well as questions about the participants’ sociodemographic characteristics, which allowed their profiles to be identified.

In relation to the data collection process, convenience sampling was used, which is frequently used in this type of research, where tourists were available to be surveyed in a space and time (Finn, Elliott-White and Walton, 2000). The fieldwork took place from 3 to 16 May, 2022 on the different routes where the Courtyards could be visited, and the time to complete the survey in no case was more than ten minutes. This process was carried out with the expectation that the respondents had already visited at least two patios, so that they could give a well-founded opinion (Correia et al., 2013; Remoaldo et al., 2014). The questionnaires were distributed in two languages: Spanish and English. Each respondent chose the language of the survey. The sample for this study consisted of 586 valid surveys.

Statistical techniques

The model proposed is designed to explore the relationships between tourism destination quality, satisfaction with the Courtyards Festival, emotional and cultural experiences, and behavioral intentions. To compare these relationships, the PLS-SEM approach was employed, a technique widely used to analyze predictive models featuring small samples and complex structures (Hair et al., 2017).

In terms of methodology, a structural equation model (SEM) was used; a technique widely recognized in social scientific research to evaluate complex theoretical relationships between multiple variables (Hair and Alamer, 2022). Given the small sample, the PLS-SEM method was chosen, using SmartPLS 4 software.

Likewise, those items that are not significant have been eliminated from the model.

Results

The analysis is structured into three sections: first, a descriptive analysis of the sample is carried out; then the reflective measurement model is evaluated; and, finally, the structural model is evaluated. For the descriptive analysis of the sample, a frequency analysis was performed to characterize the tourists’ profile. The sample exhibits a remarkable balance in terms of gender (Table 2): 58.50% women and 40% men. Regarding age, there is a trend towards middle age, with the largest group located between ages 23–40 (54.30%) and a slightly lower proportion of people over 40 (45.70%). Regarding educational level, most of the respondents had a university education (40.4%), standing out as the most representative group.

Table 2 Socio-demographic profile.
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In relation to the model, the first step for its validation was to examine the individual reliability of the indicators (see Table 3). It may be observed that the factorial loads (λ) are equal to or greater than 0.60, according to studies such as that by Carmines and Zeller (1997), although some authors, such as Hair et al. (1999), consider them acceptable with a load equal to or greater than 0.5 (Hair et al., 1999).

Table 3 Outer loadings.
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The level of collinearity between the indicators (value indicated in parentheses) was evaluated by the variance inflation factor (VIF): all VIF values were below 5 and are, therefore, considered acceptable, following Hair et al. (2017).

The figures in Table 5 reflect the acceptability of the measurement model, according to the study by Ramayah et al. (2018), based on internal consistency analyses like Cronbach’s alpha (>0.6), composite reliability (>0.7) and Henseler’s rho (>0.7). Table 4 provides evidence of the convergent validity of the construct through the average variance extracted (AVE). In this study, upon selecting items with a factorial load greater than 0.6 (Table 3), the only items eliminated were those necessary to meet the AVE criterion, whose value must be greater than 0.5 (Hair et al., 2017).

Table 4 VIFS.
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To assess discriminant validity and determine the extent to which a construct differs from the rest, various methods were employed, as shown in Tables 6, 7. This implies that the variance of a variable shared with its indicators must be greater than that shared with the other variables in the model (Barclay et al., 1995). In this study, several approaches were applied to evaluate this validity: (1) using correlations of latent variables, according to the Fornell–Larcker criterion, where the correlations between the constructs were compared with the square root of the average variance extracted (AVE) for each of them, and it was observed that the correlations were less than this square root (represented at the bottom of the diagonal in Table 5); (2) when examining the cross-loads, where it was verified that the load of each variable was greater than all the cross-loads in the other variables (Table 6); and (3) when calculating the Heterotrait-Monotrait ratio (HTMT), which is shown on the diagonal (values underlined in Table 5). These HTMT values must be less than 0.9, according to Henseler et al. (2015), this being the main criterion for the evaluation of discriminant validity in PLS-SEM.

Table 5 Measurement instrument: composite reliability and convergent validity.
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Table 6 Measurement instrument: discriminant validity.
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Regarding the cross-loading test of the constructs under study, Table 7 shows that the factor loadings of one indicator in one construct are greater than all the cross-loadings of the other constructs, as suggested by Chin (1998).

Table 7 Measurement instrument: discriminant validity.
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Previous analyses show the composite reliability, as well as the convergent and discriminant validity, of the dimensional model. Therefore, the data used in this study are reliable and adequate to test the planned structural model and the seven research hypotheses (Table 8).

Table 8 Hypothesis.
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Subsequently, the structural model was tested using a bootstrapping process, a one-tailed t-distribution table and 5,000 subsamples with a significance level of 5%.

In particular, the hypotheses related to the influence of perceptions of the quality of service at the destination on behavior (β = 0.406, p < 0.001), emotional experience (β = 0.367, p < 0.001) and satisfaction (β = 0.560, p < 0.001) were statistically significant, at the 1% level.

Likewise, the results support the H4 hypothesis, where emotional experience positively influences behavior (β = 0.506, p < 0.001). Similarly, the H5 hypothesis is confirmed, establishing that satisfaction positively and significantly affects behavior (β = 0.725, p < 0.001). It was also verified that satisfaction has a positive effect on emotional experience (β = 0.656, p < 0.001).

The R² and adjusted R² coefficients are used to evaluate the model’s effectiveness. In Table 9, moderate values ranging from 0 to 1 are presented, with R² standing out as the strongest indicator, which denotes greater predictive accuracy. In addition to R², another criterion used to assess the predictive relevance of the structural model is Q². Chin (1998) suggests that the predictive relevance of the constructs should be positive (>0). However, other studies, such as that by Hair et al. (2017), argue that values less than 0.02 are small, those less than 0.15 are moderate, and 0.35 or more indicates high relevance in terms of the predictive validity of the model proposed. The model of this study demonstrates good predictive validity, as shown in Table 9.

Table 9 Model performance and predictive validity indicators.
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Other model fit indices have also been calculated (Fig. 2). The root mean squared error (RMSE) was determined, which measures the average size of the discrepancies between the observed and expected correlations (Hair et al., 2022). In this case, the RMSE is greater than 0.8.

Fig. 2: Model.
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Only the items that met the criteria for reliability and validity were retained. The item reduction process is explained in the section “Results”.

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Discussion

The results obtained in this study confirm the vital importance of the quality perceived by tourists participating in the Córdoba Courtyards Festival and how these perceptions impact their emotional experiences, satisfaction, and future behavioral intentions with respect to the event. These findings are in line with those in the literature presented and validate the fundamental role of perceived quality in the creation of satisfactory tourist experiences.

Authors such as Ranjbarian and Pool (2015), and Kao et al. (2008), have stated that perceived quality is a determining factor when it comes to tourists’ satisfaction with destinations. The results confirmed H3, which posits the positive and direct influence of perceived quality on satisfaction (p < 0.001). This means that participants in this event who perceive high quality tend to experience greater satisfaction, which accords with scientific research in the tourism field reflecting this direct and positive relationship (Tran et al., 2022; Wang et al., 2017).

Hypothesis 2, which posits that perceived quality positively influences tourists’ emotional experiences, has been confirmed (p < 0.001). This hypothesis is supported in the scientific literature, which confirms that a better perception of the quality of a destination favors greater satisfaction with it, which, in turn, gives rise to positive emotions, which fuel the generation of loyalty to the destination (Nguyen and Duong, 2025). Our findings confirm that perceived quality has a direct and positive effect on emotional experiences (H2, β = 0.367, p < 0.001), providing empirical evidence for a link that until now had been mainly pointed out in the theoretical literature (Nguyen and Duong, 2025). Thus, the proposed model coherently integrates the three constructs: perceived quality acts as a primary antecedent that determines both satisfaction and emotional experience; in turn, satisfaction reinforces emotional experience, configuring a reciprocal process in which emotions and cognitive evaluation feedback to each other.

H4 was also validated, which postulates that emotional experience has a positive impact on future behavioral intentions (p < 0.001). These results concur with those of previous studies that have noted the importance of emotions in the development of intentions to revisit and recommend destinations (Su and Hsu, 2013; Gao et al., 2021). In this way, the Courtyards Festival, by generating positive emotions in visitors, in addition to improving individual experiences, also serves to enhance the reputation of and promote the tourism destination, in line with what was indicated by Akgün et al. (2020).

Regarding the relationship between satisfaction and behavioral intention (H5), the results show a markedly positive and significant relationship (p < 0.001). This finding is also in keeping with the existing literature, which states that satisfied tourists are more likely to recommend the destination and to return for future editions; that is, they are more likely to be loyal to the destination (Vareiro et al., 2019; Bayihy and Singh, 2020). This is why satisfaction, in addition to being an indicator of the Destination quality, plays a fundamental role in bolstering tourists’ loyalty to it.

Finally, H6, which refers to the fact that satisfaction positively influences emotional experiences, has also been confirmed (p < 0.001). Previous studies have indicated that satisfactory experiences at a destination favor the forging of affective connections with it; that is, they intensify the positive emotions that tourists enjoy during their visits (Xu et al., 2019; Kovačić and Šagovnović, 2023). Therefore, this study shows that there is also an inverse effect: satisfaction with the event reinforces and enhances the emotional experience (H6). This suggests that the relationship between satisfaction and emotional experiences is not unidirectional, but bidirectional. That is, positive emotions contribute to increased satisfaction, and in turn, high satisfaction consolidates and intensifies the emotions felt, generating stronger ties with the destination. This finding contributes to our knowledge of affective processes in the field of cultural and heritage tourism. In this way, emotional bonds are generated with the destination that are more lasting (Nguyen and Duong, 2025).

This study, in addition to being in line with existing literature on the links between satisfaction, emotional experience, perceived value, and behavioral intention, represents a relevant contribution to the field of tourism in Intangible Heritage destinations. Although previous research has addressed the aspects of perceived quality, satisfaction, and emotional experience, few studies integrate these constructs in a model and apply it to an event declared Intangible Heritage of Humanity, such as the Fiesta de los Patios in Córdoba. The results show evidence of a real event, which contributes to the practical relevance of the model. Applying a structural equation model (PLS-SEM) reinforces the robustness of the results and provides a framework that justifies why tourism destination promoters prioritize quality and emotional interaction as fundamental factors in the process of tourism loyalty, and in this, the research objectives have been achieved.

The results obtained indicate the vital importance of adequate management of the perceived quality of the Courtyards Festival event, as it has a significant impact on tourists’ levels of satisfaction, emotional experiences, and their future behavioral intentions. Therefore, tourism planning based on these elements will bolster the destination image and its competitiveness in the tourism market.

Conclusions

In this study, the key role of perceived quality in the generation of satisfaction, emotional experiences and behavioral intentions in tourists who visit the Córdoba Courtyards Festival has become clear. The results are consistent with previous research, which shows that perceptions of high quality at destinations contribute to greater satisfaction and positive emotions, factors that significantly influence loyalty to destinations; that is, the intention to revisit and to recommend the event to third parties.

First, it has been confirmed that the quality perceived by tourists at the event has a positive influence on their satisfaction levels and emotional experiences they have during the event. This suggests that managing aspects related to organization, environment and beauty of the event is essential for optimizing the overall perception of the experience.

Secondly, the relationship between emotional experience and behavioral intention has also been confirmed in this article. Visitors who experience pleasant emotions during the event are more likely to recommend it and consider returning in the future. This confirms that emotions play a key role in developing loyalty and promoting the tourism destination, though other factors such as accessibility and event sustainability may also influence these intentions.

Third, satisfaction is confirmed as a determining factor in shaping behavioral intentions. Satisfied visitors, in addition to expressing their desire to return, become ambassadors and promoters of the destination, publicizing the Courtyards Festival through word of mouth and other forms of recommendation. However, this study suggests that satisfaction alone is not enough to guarantee long-term loyalty, as other contextual factors may play an important role in tourists’ decisions to recommend or return.

From the point of view of tourism management, this study stresses how important it is that strategies designed to promote tourism destinations guarantee perceptions of high quality in the organization of the event, favoring memorable and satisfactory experiences. Improving infrastructure, optimizing services and implementing actions that enhance the emotional experience can significantly contribute to establishing the event as a sustainable and competitive tourist attraction.

This way, this study examined how perceived quality relates to visitors’ satisfaction, emotional experience, and behavioral intentions in the context of the Córdoba Courtyards Festival. The results of the PLS-SEM model showed statistically significant associations between these constructs. In particular, higher levels of perceived quality were associated with higher satisfaction and with more positive emotional experiences. Satisfaction and emotional experience, in turn, were associated with stronger intentions to revisit the festival and to recommend it to others.

In terms of the implications of this research, firstly, with regard to theoretical implications, this study contributes to filling the gap in the scientific literature on the constructs of perceived quality, emotional experience, satisfaction and behavioral intention, applied specifically to a real and specific event such as the Fiesta de los Patios de Córdoba, which was declared Intangible Cultural Heritage by UNESCO in 2012. It also provides empirical evidence of how being an Intangible Cultural Heritage inscription influences tourist loyalty, as well as setting a useful precedent for applying this model in future research on destinations or events with similar characteristics.

Secondly, with regard to practical implications, this study provides evidence of the direct influence of perceived quality on satisfaction, emotions and behavioral intention, so these findings will be useful for tourism managers in developing tourism products that provide a more immersive and emotionally impactful experience, thereby increasing tourist satisfaction. Furthermore, knowing the sociodemographic profile of this event, in addition to being extendable to other similar events, makes it possible to tailor cultural offerings to the audience that is the target of this event, as well as to those who are not so attracted to this type of heritage. Finally, the results are highly relevant from a tourism marketing perspective, as knowing that emotions and satisfaction will influence behavioral intentions, both in terms of recommendations and return visits, gives us a clue about the new direction of marketing campaigns. It is clear that, in addition to focusing on the cultural and historical appeal of the event, they should also emphasize the ability of heritage to create exciting and memorable experiences.

Regarding the limitations encountered in the research, first and foremost, the time constraints of the fieldwork can be noted. The Fiesta de los Patios is an event that lasts 15 days each year. The data collected correspond to the 2022 edition, which does not allow for observing variations in the perception of quality, satisfaction, or emotions over the years, which is proposed as a future line of research. Future research could employ probability sampling and/or collect data longitudinally across different years to examine the stability or variability of effects over time. Another limitation of the research is the use of convenience sampling for sample collection; although this is common in research of this type, it limits the ability to generalize the results to all event visitors. The sample was obtained only from tourists available to respond on the designated routes, which could have introduced biases related to the participants’ willingness to participate or their sociodemographic characteristics.

Another limitation worth highlighting is that the research focused exclusively on the visitor perspective. Other agents linked to the festival (such as residents, organizers, or local institutions) were not included in the analysis, which could enrich the overall understanding of the event, which could also be considered a future line of research. Including these stakeholders would allow triangulating perceptions and obtaining a multi-actor understanding of how quality is interpreted, produced and negotiated in practice.

Fourth, the study focuses on four constructs: perceived quality, satisfaction, emotional experience and behavioral intention. Although this offers a parsimonious model, the explanatory power could be extended with other relevant constructs in tourism consumption: e.g., expectations management, place attachment, perceived authenticity of the heritage, previous experience with the festival, sustainability perceptions, and digital experience variables (e.g., social media-induced imagery). These variables could act as antecedents, mediators, or moderators, and their inclusion could improve the predictive performance of the model.

As new lines of research, we propose exploring other factors that also shape tourists’ loyalty, as well as their relationships with the rest of the factors impacting loyalty to this event.