Unveiling the illusion : a critical examination of transformational tourism and the role of staging in tourist perceptions

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Tomazos, Konstantinos and Murdy, Samantha (2026) Unveiling the illusion : a critical examination of transformational tourism and the role of staging in tourist perceptions. Tourism Recreation Research. ISSN 0250-8281 (https://doi.org/10.1080/02508281.2026.2643682)

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Abstract

This study critically examines the role of marketing and staging in the context of transformational tourism, exploring whether the experiences marketed by tourism operators genuinely lead to personal transformation or simply create an illusion of transformation. By analysing promotional material and customer reviews, the research identifies a gap between the experiences projected by tour operators and those perceived by tourists. Using frameworks such as Goffman's performance theory and the concept of liminality, the study reveals how tour operators often construct narratives around transformation, leveraging the placebo effect to enhance customer satisfaction. The findings suggest that many transformation tourism offerings emphasise personal growth and self-discovery but often fail to deliver genuine transformation. Instead, they rely heavily on marketing techniques and commodified experiences to meet tourist expectations. The study also highlights the growing commodification of authentic experiences in transformational tourism, questioning the integrity of the industry and its capacity to provide lasting, meaningful change. It calls for a more nuanced approach to designing and delivering transformational tourism experiences that align marketing promises with actual outcomes, emphasising authenticity over performative staging.

ORCID iDs

Tomazos, Konstantinos ORCID logoORCID: https://orcid.org/0000-0002-8961-9242 and Murdy, Samantha;
  • Item type:Article
    ID code:95748
    Dates:
    Date
    Event
    15 April 2026
    Published
    15 April 2026
    Published Online
    20 February 2026
    Accepted
    Subjects:?? HP100 ??
    Department:Strathclyde Business School > Work, Organisation and Employment
    Depositing user: Pure Administrator
    Date deposited:12 Mar 2026 10:46
    Last modified:02 Jun 2026 07:10
    URI:https://strathprints.strath.ac.uk/id/eprint/95748
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