THE ROLE OF AMAZEMENT ON SPIRITUAL TOURISM OF THE KE'TE KESU ANCESTRAL CEMETERY

Abstract

This study aims to examine the newly developed structural model that integrates experience quality, awe, and behavior intention; this study also examines this newly developed structural model in the spiritual tourism context. Awe is derived from the notion that positive emotion and spiritual tourism are still in their infancy. Data were collected from the visitors to ancient tombs of Toraja's tribe ancestors. 300 questionnaires were collected and using partial least square method (PLS) with smart PLS as analytical tool, this study found there to be a positive and significant effect of experience quality and awe on behavior intention. Awe is found to be partially mediated the relations between experience quality and behavior intention.