The wow effect and behavioral intentions of tourists to astrotourism experiences: Mediating effects of satisfaction

Abstract The purpose of this study is to ascertain the effect of awe on tourist behavioral intentions for astrotourism destinations. Awe is theorized as a multi‐dimensional concept with both cognitive and affective elements. A behavioral model depicting the relationships among awe, tourist satisfaction and behavioral intentions is proposed and examined among 304 tourists to the Dark Sky Party Alqueva in Portugal. Using partial‐least squares structural equation modeling (PLS‐SEM), the results indicate that awe directly affects tourist satisfaction and indirectly affects behavioral intentions when mediated by tourist satisfaction. Theoretical and managerial implications are presented.