Perceived value and tourist donation intentions at religious heritage sites: the mediating roles of awe and subjective well-being

A study on the Historic Centre of Macao reveals that tourists' perceived value at religious heritage sites significantly boosts their donation intentions, both directly and indirectly through emotions like awe and subjective well-being. Using Stimulus-Organism-Response (SOR) theory, researchers analyzed data from 529 visitors to A-Ma Temple, applying Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings highlight that religiosity strengthens the emotional impact on donation behavior, suggesting that enhancing spiritual experiences can foster sustainable conservation efforts. This research provides actionable insights for heritage managers aiming to balance cultural preservation and economic viability.

Yu, S., Li, X., & Cao, Y. (2025). Perceived value and tourist donation intentions at religious heritage sites: the mediating roles of awe and subjective well-being. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1655120