A popular attraction in Texas is a horse attraction, including county and state fairs, horse races, horse shows, horse tours, rodeo and livestock shows, and trail drives/rides (Office of the Governor, Economic Development & Tourism, 2010). The purpose of this study will be (a) to understand the under-explored area of tourists’ perception of the servicescape in horse-based tourism; (b) to investigate tourists’ perceived quality of the impact of the servicescape on emotions; and (c) to examine the relationships among perceived servicescape, emotions and behavioral intentions of visitors to horseback riding attractions in Texas. The findings of the study will provide information to horse-based service providers/tourism attractions and contribute to the development, operations, and marketing strategies of horse-based tourism.