ABSTRACT
Travel is associated with transformative benefits that can lead to changes in the attitudes in its participants. While advances have been made to understand and measure attitude change as a proxy for tourist loyalty towards a destination, the novelty of this chapter lies in applying a transformative tourism framework to dissect attitude change as a multifaceted outcome of travel. The tourist transformation model and the transformative travel experience scale were developed to conceptualize and measure the process and outcomes of transformative travel. In this chapter, a transformative tourism framework comprising these models is adopted to examine tourist transformation processes. This transformation can occur at three levels: existential, cognitive, and behavioral.
