The Effect of Emotions and Satisfaction on Behavioral Intentions from Visitor Perspectives of the Museum Place

The main purpose of this research is to study the effects of emotions and satisfaction on behavioral intentions in the field of Tourism especially visiting of museums palace, which all of yhem are the non profit and governmental organizations.
For this purpose, about 416 questionnaires were distributed and in return about 390 of which were collected completely. The statistical population includes domestic visitors of any museum palace at Tehran (Niavaran, Saad Abad and Golestan). Available sampling method is used in this study. The obtained data were analyzed by the use of structural equations model making technique.
According to the findings, it is obvious that direct or indirect cognition may cause satisfaction. On the other hand, it was impossible to confirm any effects of cognition on pleasure but its effect was confirmed on arousul. Therefore it has an indirect effect on pleasure because arousal is affective on pleasure. Furthermore the effect of satisfaction on loyalty and more willing to paymore monies (behavioral intentions) was confirmed. But there was not any domestic relation between behavioral elements (the effect of loyalty on willing to paymore) as well.
On the other hand, it was proved that both cognition and satisfaction may cause on- the- spot behaviors the further. Of course the effect of satisfaction on- the- spot behaviors was more than cognition.