Balancing thrill, risk and sustainability: an optimal arousal perspective on space tourism intentions

Purpose This study explores the psychological motivations behind space tourism participation, specifically through the lens of optimal arousal theory. It examines how novelty seeking, sensation seeking and adventure seeking shape attitudes toward space tourism and ultimately influence behavioral intentions. Additionally, it evaluates how perceived risk and environmental concerns moderate these relationships, providing a comprehensive understanding of the decision-making process in this high-stimulation travel sector. Design/methodology/approach The study adopts a cross-sectional research design, collecting data from 511 luxury tourists who had stayed in eleven five- and seven-star hotels in Riyadh, Saudi Arabia. Data analysis was conducted using SPSS for descriptive statistics and SMART-PLS for structural equation modeling (SEM) to test the hypothesized relationships. Findings The results highlight distinct patterns among psychological motivations: novelty seekers and adventure seekers remain motivated to engage in space tourism regardless of perceived risk. The results show that sensation seekers, however, exhibit a decline in interest when they perceive high levels of risk, indicating a threshold beyond which risk becomes a deterrent rather than a stimulant. Further, environmental awareness significantly reduces space tourism intentions, reflecting a trade-off between the desire for unique travel experiences and concerns about sustainability. Moreover, attitude plays a partial mediating role between motivations and behavioral intentions, reinforcing the idea that positive attitudes are crucial for translating high-arousal motivations into actual intent to participate in space tourism. Practical implications Space tourism providers should tailor marketing to distinct consumer profiles. Campaigns should emphasize excitement, exclusivity and transformation while addressing sustainability concerns through carbon offsets and eco-friendly innovations. Clear safety assurances can retain sensation seekers who may disengage at high risk levels. Segmented strategies should differentiate novelty/adventure seekers, drawn to space travel’s uniqueness, from sensation seekers needing a balance of risk and excitement. Addressing these factors can enhance engagement, refine marketing and support sustainable industry growth. Originality/value This study provides a unique integration of optimal arousal theory with sustainability concerns, offering a multidimensional perspective on consumer motivations in space tourism. By investigating the dual moderating effects of perceived risk and environmental awareness, it contributes novel insights into how psychological drivers interact with ethical constraints in decision-making. These findings fill a critical gap in the literature, positioning space tourism as an emerging yet complex sector where thrill-seeking aspirations must be balanced with risk and sustainability considerations.