Enabling transformative experiences through nature-based tourism

ABSTRACT

This study provides insight into individuals’ existential transformation through nature-based tourism by identifying features of transformative tourism experiences at the pre-trip and en-route stages. Focusing on the first four steps of the nine-step transformative tourism framework, this study collected data through face-to-face phenomenological interviews with tourists at the Orokonui Ecosanctuary – Te Korowai o Mihiwaka – in Dunedin, New Zealand. The findings demonstrate, in contrast to previous research, that post-trip evaluation, deemed pivotal, need not be post-trip; they can be triggered by previous similar experiences en-route. Evidence from this study suggests that the personal state of being is a vital element preceding transformative outcomes whilst en-route.

KEYWORDS:

• Transformative experiences
• existential transformation
• eco-tourism
• transformative tourism

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Nicky Richardson

Nicky Richardson comes from a background in radio and television, and has also co-owned and worked in a small business venture. Nicky graduated with a Bachelor of Music majoring in performance voice from the University of Otago, Dunedin, New Zealand in 2016. In addition to music, Nicky also undertook a range of business related study, including marketing. She received a Master of Marketing (with distinction) in 2018 - her research interest focusing on transformative tourism experiences via un-staged wildlife encounters. Nicky is currently a Marketing Coordinator in the International Office at the University of Otago.

Andrea Insch

Andrea Insch is a Senior Lecturer in Marketing at the University of Otago's Business School. Dr Insch received her PhD from Griffith University, Brisbane, Australia. Her research has been published in the International Marketing Review and the Journal of Hospitality Marketing & Management among others. She is currently the Book Review Editor and the Regional Editor for Australia and New Zealand for the Journal Place Branding and Public Diplomacy.