ABSTRACT
As our understanding of tourism expands from travel as guilty pleasure to more meaningful pursuits, the theory of flow helps to explain optimal experiences that go beyond the moment, bringing lasting psychological and physical benefits. Csíkszentmihályi first identified the concept of flow as a condition among artists during their creative process characterized by a total absorption in the moment at the expense of any other activity (e.g., physiological needs, sense of time). Studied across domains, flow is a leading explanation for positive subjective experiences in recreation and leisure research, and as the ideal consumer experience in marketing research. Though more limited, applications of flow in tourism research are primarily associated with physical activities and outdoor environments (e.g., mountaineering, white water rafting), occurring when skill and experience are matched. However even microflow experiences as simple as daydreaming can turn the ordinary into something rewarding. Applying flow theory in research presents opportunity to better understand the optimization of a range of micro and macro travel experiences. The chapter concludes with a summary of the relevancy of incorporating flow in tourism research.
