This study will investigate the effects of induced awe on ethical tourist behavior. The positive emotion of awe has not been fully investigated in the context of tourism. This study will fill the gap by conducting an experimental design. The purpose of this study is to identify a message type that appeals to awe effectively. This study will be built on the construal theory. We will use a 2 (emotion: positive awe vs. negative awe) × 2 (message appeal: desirability vs. feasibility) between-subject design in study 1 and a 2 (emotion: positive awe vs. negative awe) × 2 (message appeal: desirability vs. feasibility).

• Seeun Kim(Sungkyunkwan University, Republic of Korea)
• Sun-Hwa Kim(Montana State University, USA)