Title of Paper

The Role of Awe in Shaping Tourists’ Cultural Identity and Place Attachment

Author Bios (50 Words for each Author)

Xiyan Ka (kaxiyan@live.cn) is a PhD candidate from School of Management, Zhejiang University, China. Her research areas include sustainable development of tourism destinations and communities.

Xiaoyuan Tan is currently a PhD candidate in the Department of Tourism and Hospitality Management, Zhejiang University, China. Her research interests lie in tourists’ deviant behaviour, and hotel management.

Jingyi Tang is a Ph.D Candidate in the Department of Hotel and Tourism Management, Zhejiang University, China. Her current research interests lie in tourism and hospitality marketing, service marketing, and other related aspects.

Fang Yang (11920057@zju.edu.cn) is a PhD candidate from School of Management, Zhejiang University, China,and has interests in smart tourism and tourism service experience.

Kaiyun Wang (1996-) is a Ph.D Candidate in the Department of Hotel and Tourism Management, Zhejiang University, China. Her current research interests lie in ethical consumption behavior in tourism, ethics of digital life service, and other related aspects.

Biyue Zhou (12020049@zju.edu.cn) is a Ph.D Candidate in the Department of Hotel and Tourism Management, Zhejiang University, China. Her current research interest focuses on tourists fairness perceptions.

Dr. Tianyu Ying is an Associate Professor in the Department of Tourism and Hotel Management, Zhejiang University, China. His research interests lie in the sustainability issues in tourism management from a social perspective.

Abstract (150 Words)

The emotion of awe is believed to be one of the most desirable experiential accolades for tourists and providers of tourist experiences; however, research on awe in a cultural tourism context is scant. Applying mindfulness theory, this two-step mixed study aims to understand tourists’ experiences of awe in a cultural context, particularly its antecedents and consequences. Firstly, a content analysis based on online comments was performed to generate an explanatory model; and secondly, a survey was carried out on visitors to Zhejiang Provincial Museum to test the hypothesized model. The results of structural equation modeling analysis suggest that mindfulness exerts a significantly positive impact on awe, which in turn promotes visitors’ cultural identity and place attachment. Findings from this study extend the extant awe literature to a cultural heritage context (i.e. museums) and enrich knowledge base of the influence of cognitive processes on tourists’ travel experiences.

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The Role of Awe in Shaping Tourists’ Cultural Identity and Place Attachment

The emotion of awe is believed to be one of the most desirable experiential accolades for tourists and providers of tourist experiences; however, research on awe in a cultural tourism context is scant. Applying mindfulness theory, this two-step mixed study aims to understand tourists’ experiences of awe in a cultural context, particularly its antecedents and consequences. Firstly, a content analysis based on online comments was performed to generate an explanatory model; and secondly, a survey was carried out on visitors to Zhejiang Provincial Museum to test the hypothesized model. The results of structural equation modeling analysis suggest that mindfulness exerts a significantly positive impact on awe, which in turn promotes visitors’ cultural identity and place attachment. Findings from this study extend the extant awe literature to a cultural heritage context (i.e. museums) and enrich knowledge base of the influence of cognitive processes on tourists’ travel experiences.