The primary aim of John Lok’s book “Creating Space Tourism Desire” is to explore the factors that influence the development of the space tourism market, particularly focusing on how to attract wealthy individuals to participate in space travel. The book seeks to identify and analyze the psychological barriers and motivations that may affect potential space tourists, especially those who are affluent but may feel apprehensive about the risks associated with space travel. By understanding these dynamics, Lok aims to provide insights into how space tourism can be marketed effectively to enhance consumer interest and participation in this emerging industry.

The research also emphasizes the importance of addressing fears related to safety and the overall experience of space travel, thereby contributing to a better understanding of consumer behavior in the context of space tourism

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