Exploring the impacts of the soundscape, awe and knowledge on pro-environmental intent

Abstract

Natural soundscapes evoke awe and play a pivotal role in shaping visitor experiences, potentially leading to transformational outcomes. This study, grounded in the Value-Belief-Norm (VBN) theory, examined the effects of natural soundscapes and pre-recorded whale vocalizations on inducing awe and influencing Pro-Environmental Intent (PEI) among whale watchers. Additionally, the study explored how increased whale knowledge impacts PEI. Findings reveal that awe significantly predicts heightened PEI, particularly in fostering connectedness with nature. Interestingly, no significant difference in awe levels emerged between participants exposed to natural soundscapes versus pre-recorded whale vocalizations. However, participants' whale knowledge substantially increased post-tour, contributing significantly to PEI. The influence of soundscapes on PEI was partially supported, with significant differences noted on the “recycle and reuse” subscale. Overall, the study highlights experiences of awe, the acquisition of knowledge, and exposure to natural soundscapes can collectively enhance environmental consciousness and strongly impact pro-environmental behaviours. These insights provide valuable guidance for designing tourism experiences that promote sustainable behaviour.