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Transformative travel as a sustainable market niche for protected areas: a new development, marketing and conservation model

Journal Article


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Abstract


  • Many protected areas worldwide are mandated to provide visitor enjoyment and sustainable heritage conservation but face growing challenges and competition. To satisfy modern aspirational markets, parks must design meaningful experiences delivering long-lasting participant benefits that cultivate visitation rates and a conservation constituency. Transformative travel can deliver such benefits through participants’ psycho-physiological transformation but market insights critical for experience development in parks are lacking. Our systematic quantitative review of 126 transformative travel articles provides those insights, linking experiential characteristics, participant traits and motivations to experience outcomes according to five transformative travel typologies pertinent to parks: health and wellness, nature-based physical activity, spiritual, cultural and volunteering travel. We identified 35 travel motivations, 14 participant traits and 23 experience characteristics linked to transformation and 28 purposefully or incidentally realised benefits. Transformative travel improved participants’ psychological, physiological, social, economic and environmental conditions, as well as satisfaction with and destination loyalty towards parks. Socio-demographic characteristics and propensity for independent versus social travel shaped choice of travel experience. Our results are uniquely conceptualised in a transformative travel framework and transformative market niche model which we apply to sustainable experience development and marketing in parks. We identify implementation possibilities and areas for future research and monitoring.

UOW Authors


  •   Wolf, Isabelle
  •   Ainsworth, Gillian (external author)
  •   Crowley, Jane (external author)

Publication Date


  • 2017

Citation


  • Wolf, I. D., Ainsworth, G. B. & Crowley, J. (2017). Transformative travel as a sustainable market niche for protected areas: a new development, marketing and conservation model. Journal of Sustainable Tourism, 25 (11), 1650-1673.

Scopus Eid


  • 2-s2.0-85016960736

Ro Full-text Url


  • https://ro.uow.edu.au/cgi/viewcontent.cgi?article=5594&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/4521

Number Of Pages


  • 23

Start Page


  • 1650

End Page


  • 1673

Volume


  • 25

Issue


  • 11

Place Of Publication


  • United Kingdom

Abstract


  • Many protected areas worldwide are mandated to provide visitor enjoyment and sustainable heritage conservation but face growing challenges and competition. To satisfy modern aspirational markets, parks must design meaningful experiences delivering long-lasting participant benefits that cultivate visitation rates and a conservation constituency. Transformative travel can deliver such benefits through participants’ psycho-physiological transformation but market insights critical for experience development in parks are lacking. Our systematic quantitative review of 126 transformative travel articles provides those insights, linking experiential characteristics, participant traits and motivations to experience outcomes according to five transformative travel typologies pertinent to parks: health and wellness, nature-based physical activity, spiritual, cultural and volunteering travel. We identified 35 travel motivations, 14 participant traits and 23 experience characteristics linked to transformation and 28 purposefully or incidentally realised benefits. Transformative travel improved participants’ psychological, physiological, social, economic and environmental conditions, as well as satisfaction with and destination loyalty towards parks. Socio-demographic characteristics and propensity for independent versus social travel shaped choice of travel experience. Our results are uniquely conceptualised in a transformative travel framework and transformative market niche model which we apply to sustainable experience development and marketing in parks. We identify implementation possibilities and areas for future research and monitoring.

UOW Authors


  •   Wolf, Isabelle
  •   Ainsworth, Gillian (external author)
  •   Crowley, Jane (external author)

Publication Date


  • 2017

Citation


  • Wolf, I. D., Ainsworth, G. B. & Crowley, J. (2017). Transformative travel as a sustainable market niche for protected areas: a new development, marketing and conservation model. Journal of Sustainable Tourism, 25 (11), 1650-1673.

Scopus Eid


  • 2-s2.0-85016960736

Ro Full-text Url


  • https://ro.uow.edu.au/cgi/viewcontent.cgi?article=5594&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/4521

Number Of Pages


  • 23

Start Page


  • 1650

End Page


  • 1673

Volume


  • 25

Issue


  • 11

Place Of Publication


  • United Kingdom