Awe experiences on Kumano Kodo with a kataribe

Abstract

Kumano Kodo, a UNESCO World Heritage site, is an ancient network of pilgrimage routes in Japan's Kii Peninsula, renowned for its cultural and spiritual significance. Recent research highlights (a) the importance of awe experiences in both nature-based and pilgrimage tourism contexts, and (b) that a kataribe, a local tour guide with historical insights, knowledge of conservation efforts, and the ability to interpret local culture and nature, may enhance awe experiences during walks on Kumano Kodo. This study aims to examine whether walking on Kumano Kodo with a kataribe contributes to awe experiences. Useable data were collected from 24 undergraduate students, 13 of whom were accompanied by a kataribe. Awe experiences were assessed using self-report and psychophysiological measurements, specifically salivary amylase levels. Findings revealed that walking on Kumano Kodo significantly increased awe experiences, regardless of the presence of the kataribe. However, follow-up analyses indicated that participants walking with the kataribe experienced significant increases in awe experiences at specific sites characterized by notable tourism attractions. This study suggests that while the intrinsic attributes of Kumano Kodo evoke awe, the information provided by the kataribe can enhance these experiences, with the impact being most pronounced at the beginning and end of the tour. No significant changes were observed in amylase levels, likely due to the counteracting effects of physical activity. The research highlights the pivotal role of a kataribe in enriching tourist experiences and emphasizes the importance of kataribe-led briefings at the beginning and end of the tour to enhance awe experiences.