The Influence Of Awe On Tourists’ Civilized Tourism Behavior In Rituals

Civilized tourism focuses on the interactive representations of tourists and tourism destinations,and is of great value in regulating the behavior of tourists as well as the sustainable development of tourism destinations.The current research is inadequate in studying the heterogeneity of tourist civilized tourism behavior patterns in different contexts,and its relevance in terms of context needs further advancement.Ritual,such as festive ceremonies and sacrificial rituals,as a vehicle for seeking spiritual solace,have been gradually dissipated in their political governance attributes and are increasingly favored by tourists.Exploring civilized tourism behavior in rituals is an important topic.In recent years,many scholars have pointed out the key role of affective factors on tourists’ behavioral intentions,for example,positive emotions induced by tourists during the journey are positively correlated with the willingness to revisit,word-of-mouth behavior,and moral judgment behavior.The research path of civilized tourism behavior is showing a new path from moral appeal to emotion management.Based on the above considerations,this study will take the awe commonly experienced by tourists in rituals as the entry point,and combine it with the Norm Activation Model(NAM),a model often used to explain pro-social behavior,to establish a theoretical framework of "ritualscape →awe → NAM",so as to explain the mechanism of the influence of awe on tourists’ civilized tourism behavior in rituals.The theoretical model of this study is divided into three parts.First,the pair of ritual scenes is used as the antecedent variable to explore whether the two dimensions of ritual scenes(uniqueness and ritual)are positively related to awe.Second,awe is combined with NAM to test whether awe is positively related to awareness of consequences and ascription of responsibility and whether NAM is applicable to civilized tourism behavior.Finally,this study also considers the moderating role of tourists’ personal traits,i.e.,future time perspective.This study will use Haizhou Guandi Temple as a survey site and collect data by distributing questionnaires to visitors attending Guan Gong Cultural Festival rituals.423 data were retained for final analysis after data screening.This study used SPSS and AMOS software to empirically test the reliability,hypothesized relationships,and moderating effects of the data.The findings were as follows: 1)Incorporating perceptions of the uniqueness,etiquette and awe into the NAM model significantly improves the explanatory power of the model for willingness to engage in civilized tourism behavior.2)Civilized tourism behavior has altruistic moral properties.3)The future time perspective has a significant moderating effect on the relationship between awe and awareness of consequences and ascription of responsibility.In summary,this study explores the ways in which awe is cultivated,explores the role played by the moral attributes of awe in civilized tourism behavior,and constructs a theoretical model of civilized tourism behavior in ritual contexts,providing certain theoretical contributions to the field of tourism behavior.Meanwhile,in terms of the management practice of civilized tourism behavior,this study provides targeted suggestions for government and scenic area managers to promote civilized tourism,starting from various aspects of the model.These recommendations provide important practical directions for guiding tourists’ behavior and the sustainable development of tourist destinations.Finally,the limitations in this study and the directions for future research are pointed out.