Emotional Experiences Through the Eyes of Culture and Creativity, a New Paradigm for Urban Tourism?

Emotions play an important role in today’s tourism practice. In order to understand how emotional experiences are created, we first must consider that emotions are subjective and subliminal constructs. These are conditioned by individual personality and influenced by social, cultural and spatial contexts. The aim of this research is to identify tourists’ emotional experiences in European Capitals of Culture (ECoCs), to explain disparities and to suggest ways of action in tourism practice. For this study, we combine quantitative and qualitative methods, using an extended statistical and text database, as well as official documents on each ECoC. The results of this study show how the cultural agenda of ECoCs stimulates and influences specific feelings and emotions among tourists. Emotional dimensions were also correlated with cultural vibrancy, creative economy and enabling environment, and this paper discusses these statistical results. The majority of the documents regarding the cultural programmes of ECoCs illustrated and emphasised emotional experiences, either by focusing on the emotional characteristics of the ECoC or by trying to create and produce emotional experiences. On the basis of our findings, we draw conclusions on the conceptual and methodological relevance of our main hypothesis, stating that cultural programmes of ECoCs influence tourists’ experiences.