Transformative tourism experiences: An investigation of meanings and processes of tourist transformation

Consumers are more and more interested in experiences cultivating a greater sense of purpose and meaningful relationships. In this context, there is a need for conscious and transformative holidays that provide means to change lifestyles, and to increase the positive impact made on destinations. However, we do not yet have a precise understanding of tourist transformation nor a conceptual model of how transformative tourism experiences occur. To address the consumers’ demand for meaningful and refreshing travel, research is needed to understand the dimensions of transformative tourism experiences and to define tourist transformation. To theoretically and empirically analyse transformative tourism experiences and how they are characterised, this thesis presents three studies. The first study of the thesis reviews the contexts in which transformative tourism research has emerged, and the main theories that have been employed to understand the phenomenon. Transformative learning and existential transformation were the two major conceptualisations found to explain changes in tourists. By adopting a multi-disciplinary approach, a range of transformative stimuli occurring across the tourism experience, namely peak episodes, disorienting dilemmas and physical performances, were identified and discussed. After a critical review, the first study proposes a tourist transformation conceptual model, and defines transformation as triggered by a combination of disruptive stimuli experienced throughout the holiday, which change the tourists’ value system and attitudes to create new meanings. Building on the comprehensive conceptual framework of tourist transformation proposed in the Conceptual Model, Study II explores the meanings attached to transformative travel by individuals as tourists, and investigates characteristics of their experiences that may facilitate or inhibit tourist transformation. Adopting a qualitative semi-structured interview approach, it revealed that interviewees viewed subjective tourist transformation as achieving greater self-efficacy, humility and personal enrichment. Study II findings suggest that transformation facilitators correspond to: interacting with locals and travellers, facing challenges, experiencing the sense of the place, long stays and post-travel reflection; while several aspects emerged as transformation inhibitors, such as short stays, repeated activities, and the lack of access to the residents’ lifestyle. When transformation emerged, it was perceived as permanent. Building on the findings of Study II, Study III further analyses gendered and subjective experiences of young travellers, who represent a crucial transition phase that has not yet been addressed within transformative tourism research. In the realm of transformative tourism research and tourism studies on gender, transformation is considered part of the empowering process that women mostly experience through travel. Yet, little is known about the same process from a male or comparative perspective. To address these research gaps, Study III adopts a double duoethnography approach aimed at analysing young male and female experiences of transformation through tourism. Data was collected from the candidate and another researcher’ personal experiences with transformative tourism, then analysed for gender-based similarities and differences. Overall, Study III findings suggest that both young female and male tourism experiences of transformation are characterised by becoming mentally stronger and more confident, as well as by exploring their identities during tourism experiences. The female process of transformation is marked by bodily feelings and self-consciousness, while the male experience is characterised by flow, adaptation, a sense of community with other travellers. The findings of the three studies composing the thesis advance knowledge in transformative tourism, and present important implications for operators and managers.