Transformational marketing and transformational travel

Abstract

PurposeThis research seeks to understand if transformational marketing can be used as a tool that helps destinations to create products that can be individually, or group tailored to result in an enjoyable way to gain self-awareness, spiritual experience and an expansion of consciousness.Design/methodology/approachThis article is exploratory and with it, one intended to raise questions and hypotheses aiming to broaden the discussion scope on transformational marketing as a tool to create products that can not only conquer transformational travelers, but that also helps creating the conditions to expand this niche.FindingsOne suggests that destinations' that adopt transformational marketing as a tool will gain not only an advantage over their competitors, but will also, create the conditions for a more sustainable and responsible tourism development. Therefore, destinations that implement transformational marketing-based strategies will see tourism become a catalyst for environmental, social, cultural and economic regeneration.Originality/valueThis paper contributes to research on transformational tourism and transformational marketing pointing out some possible paths to be explored. More broadly, this research provides some valuable insights into the future of tourism destinations' marketing and development dimensions.

Transformative Experiences in Cycling Tourism: A Conceptual Framework

“…Considering the historical approach of testing ideas and concepts through the "trial and error" principle, it is suggested that initial action in aligning the findings of this study would involve the proposition of an implementation framework for transformative cycling experiences within a designated region, followed by the evaluation of its execution. This framework can be devised by either integrating and emphasising transformative elements, such as self-reflection and personal growth, into the cycling landscape or advancing it even more by drawing insights from established theories, including Mezirow's transformative learning theory [30], the famous Campbell's Hero's Journey [29], and other relevant frameworks such as the model for designing tourism experiences for inner transformation of the individuals [24], strategy framework for tourism practitioners [133] tourist transformation model [134], model of TT learning [135], transformative leadership [122], retrieving ideas about transformational tourism marketing [136] or even following the lines of tourists' personality change scale after experiencing transformative travel experiences [137].…”