The Emotion of Awe and Perception of Destination to Influence Tourists’ Satisfaction

This study aimed to explain tourist satisfaction by using an integrated model that incorporated cognitive and affective perspectives. Questionnaires data were collected from 385 participants in Tibet and the conceptual model was verified by using Structural Equation Modeling. The results showed that, from the cognitive viewpoint, the perception of the natural environment was the key factor to influence tourists’ satisfaction; from the affective viewpoint, both the perception of the natural environment and the perception of the religious atmosphere were the factors to influence tourists’ satisfaction. The perceived value of the destination (cognitive factor) and experience of the emotion of awe (affective factor) also influenced tourists’ satisfaction. Additionally, the findings of this study showed that the emotion of awe was the mediator between the perceived value of the destination and the tourists’ satisfaction. In a summary, this study presented a theoretical framework that was based on the dual perspectives of cognition and affection to expand the existing research and provided a comprehensive and reasonable interpretation of tourists’ satisfaction.