Tourism and Hospitality Experience Management

Tourism and Hospitality Experience Management Developmental Paper Session 2: Digital Innovations

“Creating meaningful experiences in heritage museums”

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Elisa Salvador ESSCA School of Management

CP

Carmen Pérez Cabañero Universitat de València, Spain

Abstract

This article explores the effects of atmospheric cues on existential authenticity, memorability, and behavioral intentions in the context of a Spanish heritage museum, San Juan de Dios Archive-Museum in Granada. The analysis is focused on a survey of 106 museum visitors, and hypotheses are formulated and tested through structural equation modeling (PLS-SEM). Findings reveal that atmospheric cues in a museum context may activate appraisal processes, shaping visitors’ perceptions of authenticity and memorability.

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Tourism and Hospitality Experience Management

Published in BAM2026 Conference

Publisher X-CD Journal

Date of Conference September 7–11, 2026