The impacts of the dual path of awe on volunteer tourism

The demand for volunteer tourism has declined since the onset of the pandemic, challenging stakeholders to attract volunteers. This study explores the role of awe in enhancing volunteer tourism intentions, a concept that is often overlooked in tourism research. Two experiments were conducted to leverage construal-level and tourism motives. Study 1 revealed that positive awe, framed with “why” appeals, boosted intentions, while negative awe was more effective with “how” messages. Study 2 demonstrated that the interaction effect of negative awe and intrapersonal motives increased volunteer tourism intentions. These findings highlighted the mediating role of mindfulness in the underlying mechanism of awe. This study introduces awe, particularly negative awe, into volunteer tourism literature and provides actionable strategies for non-governmental organizations, showing how emotional appeals and tailored messages attract volunteers.