#5239. To help or not to help: the effects of awe on residents and tourists’ helping behaviour in tourism

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Tourism, Leisure and Hospitality Management;
Marketing;
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Abstract:
This study examines the effects of awe on residents and tourists’ helping behaviour and explores the similarities and differences in the effects of awe on individuals’ helping behaviour in usual and unusual environments. The results revealed that awe can directly increase tourists’ helping behaviour but not residents’; time perception and the small self have a mediating influence between awe and residents’ proactive helping behaviour, tourists’ proactive and reactive helping behaviour, failed to mediate the relationship between awe and residents’ reactive helping behaviour. The results can guide residents and tourists in implementing helping behaviour, promote the civilized development of tourism.
Keywords:
Awe; helping behaviour; resident behaviour; the small self; time perception; tourism management; tourist behaviour; unusual environment; usual environment; Wenchuan earthquake site

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