This study investigates the effect of website stimuli on positive attitude and intentions to visit and recommend, through three emotional responses (pleasure, arousal and dominance). The model was tested regarding three island-related websites. Findings show the role of emotions as mediators between website quality attitude and intentions. Arousal and dominance are revealed to be more important in the formation of a positive attitude than pleasure. Visual appeal and ease of use, followed by information, seem to be the most important components in forming a perception of the islands' website quality. Copyright © 2014 John Wiley & Sons, Ltd.