Cognitive and affective determinants of satisfaction, willingness to pay, and loyalty in suburban parks

This paper explores the determining effect of the cognitive and affective antecedents of, satisfaction on the behavioural intentions of visitors to two suburban natural areas in Spain. Specifically, we examine the effect of psychological variables on willingness to pay for the, improvement of the conservation of the area and on visitor loyalty. Using multigroup invariance, analysis, we show how positive disconfirmation and positive emotions play a determining role, in the satisfaction formation process of visitors to the natural areas considered. We also show, that positive cognitive and affective experiences in visitors raise the economic valuation of the, conservation of a natural area and increase the likelihood of a prompt return visit. We discuss, the management implications deriving from the study of this cognitive and affective satisfaction, sequence in the environmental context, and demonstrate the usefulness of these behavioural, models combining economics with other social sciences in the environmental context.