A model of transformative brand experience for pilgrimage tourism

Abstract

The aim of the study is to explore how transformative experiences (TE’s) act as a catalyst for consumers between brand knowledge and brand loyalty in pilgrimage tourism experiences. To date there is limited research on how transformative experiences impact on the relationship between consumers and heritage brands in the context of pilgrimage tourism. The study sets out to explore the consumer process from knowledge to loyalty in the context of a commemorative pilgrimage to Gallipoli, Turkey. This study adopts a qualitative approach to explore the complex phenomenon. The researcher interviewed 46 pilgrims who participated at the centenary. Findings reveal the transformative experience allowed consumers to co-create a meaningful relationship with the heritage brand and reach personal identity benefits. Authenticity played a major role in consumer transformation. The research contributes a model of transformative brand experience (TBE) for pilgrimage tourism. This study has a multidisciplinary focus and draws on theories by tourism, consumer behaviour and branding.