Higher seminar in business: Inspiring Awe for Change in Tourist Behavior – A Conceptualization

Presenter: Sandhiya Goolaup, PhD, Senior Lecturer

Abstract: Awe, a complex emotion triggered by vast and overwhelming phenomena, has been shown to influence post-travel attitudes and behaviors. This paper conceptualizes awe through a prototype-based approach, aiming to understand its role in shaping tourist behavior. Using a qualitative methodology, in-depth interviews were conducted with 15 food tourists to explore their emotional responses during travel. The study reveals that awe is experienced as a dynamic interplay of both positive and negative emotions. Rather than being a singular emotional state, awe emerged as a multifaceted experience that provoked reflection and reevaluation, ultimately facilitating behavioral change. These insights suggest that awe can serve as a catalyst for deeper engagement and transformation in tourism contexts. By unpacking the emotional complexity of awe, this study contributes to a more nuanced understanding of how transformative travel experiences can be designed to inspire meaningful change in tourists’ attitudes and actions.

Note: If you attend and would like to receive her manuscript, please send Sandhiya a request by email. It will be available from 1 December.   

Email: sandhiya.goolaup@hb.se

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