Will I Be the Same? Enhancing Academic Tourism Through Transformative Tourism Experiences

Abstract

The growing relevance of transformative tourism experiences calls for further empirical research across different contexts. This study tests a comprehensive conceptual model within international academic tourism, incorporating co-creation theory and experience economy framework. Data were collected through a questionnaire survey ( N = 704) and analyzed using structural equation modeling. The results substantiate the proposed conceptual model, revealing a positive influence of activating factors on perceived transformation outcomes. Additionally, transformative tourism experiences confirm a significant impact on place attachment and positive memories, influencing behavioral intentions. Notably, perceived safety influences solely behavioral change, as opposed to personal change, meriting further investigation into this differential effect on transformative tourism experience outcomes. This study enhances understanding of the interrelationships among academic transformative tourism experiences components, namely by exploring the intended achievements’ role. It also elucidates transformative tourism experiences’ impacts on students’ destination perceptions and attitudes. Findings highlight the need for educational and tourism stakeholders to promote stimulating environments and impactful programs that actively engage students, fostering memorable life-changing experiences, place attachment, and loyalty.