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Influence of awe on tourism activity preferences

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  • Li, Fangxuan (Sam)
  • Su, Qianqian

Abstract

This study aims to explore the influence of awe on decision-making regarding tourism activities based on construal level theory. We conducted four scenario-based online experiments with potential tourists in August and December 2023 and a field experiment involving actual tourists in November 2023. Our findings revealed that awe elicits tourists' preferences for challenging rather than relaxing tourism activities (i.e., the main effect) and that construal level is a potential mediator. Additionally, this research examined the moderating role of message appeal and found that the main effect was stronger when combined with an abstract rather than a concrete message appeal. Practically, these findings suggest that matching tourists' awe with message appeal is an effective strategy for promoting challenging tourism activities.

Suggested Citation

  • Li, Fangxuan (Sam) & Su, Qianqian, 2024. "Influence of awe on tourism activity preferences," Annals of Tourism Research, Elsevier, vol. 107(C).
    • Handle: RePEc:eee:anture:v:107:y:2024:i:c:s0160738324000707
    DOI: 10.1016/j.annals.2024.103793
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    References listed on IDEAS

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    1. Enxu Wang & Caiyun Shen & Jingjing Zheng & Di Wu & Ning Cao, 2021. "The antecedents and consequences of awe in dark tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(8), pages 1169-1183, April.
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