Transformational tourism as a hero's journey

Transformational tourism is an emerging form of tourism that deserves better attention from researchers and reviewers. This article provides a better understanding of the phenomenon, its varieties and its different stages, drawing on the metaphor of Campbell's archetypical journey of transformation: hero's journey. Using a phenomenological approach, the article tries to shed some light upon the conditions of the touristic experiences that foster transformation. Eight factors were identified: personal situation, being away doing unfamiliar activities, interaction with people, live the moment, difficulty, setting, reflection and integration. The three stages of the hero's journey (departure, initiation and return) are subsequently applied to describe the transformative travel process. The paper concludes with implications for research and professional practice.