Awe-Inspiring Environmental Engagement: Unveiling the Impact of Awe on Pro-Environmental Behavior in Nature-Based Tourism Destinations

Awe, a powerful emotional experience, significantly enhances tourists' pro-environmental behavior (TPEB) at nature-based tourism destinations. This study introduces an expanded model of the theory of planned behavior (TPB), integrating awe to better predict TPEB compared to the original TPB framework. Conducted at Mount Huangshan in China, the research found that awe is primarily influenced by the perception of the natural environment (PNE) and strongly predicts TPEB. The findings bridge psychological and philosophical perspectives on the sublime, offering a comprehensive framework to understand the drivers of pro-environmental behavior. This study underscores the potential of nature-based tourism to foster positive environmental attitudes and behaviors among tourists.

Hongsong, P., Lingling, L., Chang, L., Peizhe, L., Xiao, X., & Shien, Z. (2025). Awe-Inspiring Environmental Engagement: Unveiling the Impact of Awe on Pro-Environmental Behavior in Nature-Based Tourism Destinations. Journal of Resources and Ecology, 16(1). https://doi.org/10.5814/j.issn.1674-764x.2025.01.016