Decoding Emotional Reactions to Architectural Heritage: A Comparison of Styles

Architectural heritage plays a central role in shaping visitors’ emotional experiences within cultural tourism contexts. However, empirical research examining how specific architectural styles evoke emotional responses remains limited, particularly when using objective measurement techniques. This study investigates emotional reactions to architectural heritage by applying the Stimulus–Organism–Response (SOR) theoretical framework. In this model, architectural styles act as environmental stimuli, emotional processing represents the organismic state, and the resulting emotional activation constitutes the response. An experimental protocol was conducted with a sample of 645 participants exposed to a series of standardized architectural heritage images representing different architectural styles and infrastructure types. Emotional reactions were captured in real time through facial emotion recognition technology, enabling the objective measurement of eight basic emotions: neutral, happiness, sadness, surprise, fear, disgust, anger, and contempt. The collected emotional data were statistically analyzed using Analysis of Variance (ANOVA) to identify significant differences in emotional responses across architectural styles, heritage typologies, and gender. When significant differences were detected, Tukey’s HSD post hoc tests were applied to determine specific group contrasts. The findings reveal that different architectural styles generate distinct emotional patterns, highlighting the role of architectural aesthetics as a powerful mediator of affective engagement with heritage environments. From a theoretical perspective, this research contributes to heritage tourism and environmental psychology by integrating the SOR framework with real-time emotion detection technologies, providing a novel methodological approach for analyzing emotional responses to architectural heritage.