The influence of eliciting awe on pro-environmental behavior of tourist in religious tourism

Awe is an expected experience in tourism; it influences intention to revisit, satisfaction, and tourists' behavior. This study establishes a framework from which to discuss how awe encourages pro-environmental behavior of religious tourists by integrating awe into the VBN model. We use this model to explore whether the proenvironmental behavior of tourists persists in their daily life. The results indicate that perceived religious ambience is a factor that encourages awe, which potentially influences tourists' pro-environmental behavior through mediators (i.e., NEP, AC, AR, and PN). The study is an empirical exploration of tourism ritual theory from the perspective of tourists' pro-environmental behavior. Finally, the theoretical contribution and practical implications are discussed.