Inspiring awe through tourism and its consequence

摘要

Awe is a positive emotion of particular relevance for tourism, although thorough studies of its behavioural outcomes are rare. This research investigated the experience of awe accessed through tourism and its influence on environmentally responsible behaviour (ERB). Three studies, including an on-site survey and two experimental studies across different populations, were conducted to test our theory and proposed hypotheses. Our results show that by diminishing the emphasis on the individual self, evoking awe through tourism experiences may encourage people to conduct ERB. The robustness of the results was verified through multiple methods. Finally, theoretical contributions and managerial implications are discussed along with recommendations for future research.