Transformative destination attractiveness: an exploration of salient attributes, consequences, and personal values

Despite travel’s potential to transform individuals, literature suggests a lapse in how its attractiveness is portrayed in marketing efforts. Adding to this is the lack of research on destination characteristics that trigger transformations and travellers’ perceptions of transformative destinations. Using the Repertory Test with Laddering Analysis, underpinned by Personal Construct Theory, this article proposes that transformative destination...