Supporting the design of transformative experiences in events

Abstract

This study clarifies the concept of transformation in the discipline areas of tourism and events. Transformative experiences have been discussed as ways of personal change and impact. While consumers feel change in the worldviews as a result of a tourism transformative experience, this may not be the same for a festival or sporting event experience. The authors claim there are different meanings that consumers undergo in various event contexts and therefore transformation needs to be clarified in each setting. While majority of studies relating to transformation are qualitative based, there is a need to clarify the type of changes in each context. The study is conceptual and aims to clarifying the research approaches that can be used to study personal behavioural changes overtime.