Exploration of the roles of awe at temple sites: findings from structural equation modelling and fuzzy-set qualitative comparative analysis

This study investigates the antecedents and outcomes of feelings of awe experienced at heritage locations using a structural equation modelling-fuzzy-set qualitative comparative analysis method. Based on the stimulus-organism-response framework, this research proposes an integrated model by examining the relationship between stimuli (natural environment and religious culture) and the emotional (e.g. awe) and cognitive (e.g. cultural attachment and subjective well-being [SWB]) organism they inspire, which subsequently increases tourists’ responses (e.g. tourist loyalty). The survey data were collected from 398 tourists visiting four heritage temples in Guangdong Province, southern China. The results demonstrate that awe significantly influences cultural attachment, SWB, and tourist loyalty. In particular, the study highlights the importance of cultural attachment and SWB as significant drivers of tourist loyalty. Furthermore, these factors mediate the relationship between awe and tourist loyalty. The study emphasises the central role of the natural environment and religious practices in evoking feelings of awe. Moreover, it examines the impact of word-of-mouth in shaping the relationship between cultural attachment and tourist loyalty. In addition, the research proposes configurations to enhance tourist loyalty. Moreover, it empirically tests the effect of multiple outcomes on awe, thereby contributing to the achievement of heritage tourism.