Exploring the drivers and consequences of the “awe” emotion in outdoor sports – a study using the latest partial least squares structural equation modeling technique and necessary condition analysis

Abstract

Purpose

Awe is an essential post-experience assessment; nevertheless, few studies have discussed its role in the field of outdoor sports or outdoor sports tourism. In this study, the authors aim to examine the effects of awe on participants' satisfaction and behavioral intention by considering the perceived vastness of the natural environment, perceived professionalism, and self-image congruity as drivers.

Design/methodology/approach

The authors proposed and empirically tested a research model based on a survey with 480 responses collected in China. The effect of awe is explored from the perspectives of both sufficiency logic and necessity logic by applying the combined use of partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).

Findings

The results show that the perceived vastness of the natural environment, perceived professionalism and self-image congruity are sufficient conditions for awe: these factors affect awe positively, which, in turn, positively affect satisfaction and behavioral intention. Furthermore, both the perceived vastness of the natural environment and perceived professionalism represent a necessary condition for awe. Awe acts as a necessary and sufficient condition for both participants' satisfaction and behavioral intention.

Practical implications

The results of this study suggest that the generation of awe can be used as a business strategy to influence outdoor sports participants' choices in practice. In addition to the unique natural environment, professional exercising and self-realization are key success factors in enhancing the positive evaluations of outdoor sports participants.

Originality/value

This study is a first attempt to identify the role of awe in outdoor sports activities. Methodologically, it provides a paradigm for the combined use of PLS-SEM and NCA in sports management research by identifying the necessary and sufficient effects of awe on outdoor sports participants' post-experience evaluation.

Citation

Liu, Y., Yu, C. and Damberg, S. (2022), "Exploring the drivers and consequences of the “awe” emotion in outdoor sports – a study using the latest partial least squares structural equation modeling technique and necessary condition analysis", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 2, pp. 278-294. https://doi.org/10.1108/IJSMS-12-2020-0232