Religious tourism is one of the most important touristic segments globally. Yet, the cognitive and emotional processes shaping destination loyalty in this context, and the impacts of Augmented Reality (AR) technology were not fully investigated. This study takes a unique approach to examine how awe influences recommendation and revisiting intentions through the mediation of rational (e.g., authenticity) and affective (e.g., emotional) mechanisms. Furthermore, our research unveils the role of AR for reinforcing the future intentions of tourists towards a religious site.

• Jorge Nascimento(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
• Maria Rita Nogueira da Silva Afonso(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
• Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)