ABSTRACT
Values and axiology are necessary components for successful and meaningful tourism education and research. They especially need to be revisited in considering the future of higher education in a COVID-19 world. If transformation means to bring about a substantial change in a positive direction, then the COVID-19 pandemic might be a blessing in disguise for tourism higher education, as a substantial change has been due for quite some time. The transformative powers that education offers are seen in the individual through the internal and external transformations of learners. Higher education holds the promise of transforming society, but it is widely criticized for being too enmeshed in neoliberal values, which weakens it ability to productively equip students with capacities to transform the society they are entering. Education, both generally and more specifically tied to tourism higher education, requires a stronger awareness of lived values and aspirational values to transform how education is carried out. These include, for example, an emphasis on wellbeing indicators over revenue and tourist arrival numbers. All humans act and plan for their futures according to their lived values, but such values are hardly ever overtly acknowledged in research or in daily parlance. The COVID-19 pandemic is stirring up a new search for these lived values in a context where past formulas are failing on a global scale.
