Purpose This study offers a critique of current tourism research for its overemphasis on pivotal moments and personal reflection in transformation. It aims to propose a framework that attributes tourist transformation to gradual changes in personal habits rather than abrupt shifts induced by tourism environments. Design/methodology/approach This study employs the theory synthesis approach, consolidating empirical insights from marketing, psychology and philosophy to develop a framework for an alternative understanding of tourists’ transformation. Findings This study presents a conceptual framework for developmental transformation, arguing that transformation stems from the accumulation of tourist experiences and the growing awareness of discrepancies between immediate impressions and broader narrative identities. Research limitations/implications This study considers whether transformative experiences require tourist reflection, suggesting that while pivotal moments are integral, they are not the primary catalyst for transformation. Practical implications Recognizing the foundational role of daily experiences in tourism, this study claims that integrating storytelling into tourism design enhances potential for inducing transformation, providing meaningful and personalized experiences. Originality/value This study rethinks transformation by reframing the temporal and narrative dimensions of tourist experiences, moving beyond existing considerations of reflection and grounding the concept in self-development narratives.
Yiqin Zhang (Tue,) studied this question.
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