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 marketing efforts. Adding this the lack of research on destination characteristics that trigger transformations and travellers’ perceptions transformative destinations. Using Repertory Test with Laddering Analysis, underpinned by Personal Construct Theory, article proposes lies meaningfulness attributes travellers, rather than themselves. This because, when considering transformations, driven destination’s enduring impact them. Findings indicate an alternate positioning opportunity as well.