Resumo: This study seeks to test the cognitive process underlying pleasure according to Cognitive Appraisal Theory (CAT) and the relationship between pleasure and loyalty. A valid and reliable Spanish questionnaire based on CAT was used. A total of 405 tourists were interviewed at the end of their “trajinera ride” in Xochimilco, CDMX. The data was analyzed using structural equation modeling (SEM) due to its advantages in analyzing latent variables and their relationship. The results show that the appraisal dimensions proposed are antecedents of pleasure and their evaluations provide paths that elicit pleasure. On the other hand, pleasure is positively related to loyalty. Further empirical studies are suggested in different Spanish speaking destinations that can be applied, with the use of CAT, in other consumption contexts.
