Abstract:
This study aimed to explain tourist satisfaction by using an integrated model that incorporated
cognitive and affective perspectives. Questionnaires data were collected from 385 participants in
Tibet and the conceptual model was verified by using Structural Equation Modeling. The results
showed that, from the cognitive viewpoint, the perception of the natural environment was the key
factor to influence tourists’ satisfaction; from the affective viewpoint, both the perception of the
natural environment and the perception of the religious atmosphere were the factors to influence
tourists’ satisfaction. The perceived value of the destination (cognitive factor) and experience of
the emotion of awe (affective factor) also influenced tourists’ satisfaction. Additionally, the findings
of this study showed that the emotion of awe was the mediator between the perceived value
of the destination and the tourists’ satisfaction. In a summary, this study presented a theoretical
framework that was based on the dual perspectives of cognition and affection to expand the existing
research and provided a comprehensive and reasonable interpretation of tourists’ satisfaction.
