Wonder Works Wonders: The Interactive Effects of Awe and Message Appeals on Donation Intentions Toward Heritage Sites Through Self Sizes

In tourism, awe—the emotional response to vast stimuli—remains unexplored. This study employs construal-level theory to investigate how awe interacts with messages to influence donation intentions toward national parks through two experiments. Study 1 reveals that combining positive awe with desirability appeals and negative awe with feasibility appeals increases donation intentions. Study 2 investigates how self-concepts (small-self and expanded-self) mediate the interaction between awe and messages. Awe triggers the small-self, evoking powerlessness, and the expanded-self, reflecting enhanced capability. Specifically, positive awe with desirability and negative awe with feasibility influence donation intentions through small-self and expanded-self, respectively. Organizations, particularly those with limited resources, can leverage these findings to enhance donor engagement. By effectively using awe, they can improve communication strategies. This study advances tourism literature by identifying conditions that optimize donation intentions and deepening understanding of awe mechanisms through distinct pathways (positive awe → small-self vs. negative awe → expanded-self).