...Roshini Nandasena; Alastair M. Morrison; J. Andres Coca-Stefaniak Purpose This paper aims to examine critically the literature on transformational tourism and explore a research agenda for a post-COVID future. Design/methodology/approach A systematic review of the transformational tourism...

... categories and taxonomies from the database. Findings Nine themes were identified and discussed in the light of existing literature. Transformational tourism promotes well-being and reduces mental health anomalies. The study participants used words like calm, compose, stress-free, and compassion...

.... Therefore, destinations that implement transformational marketing-based strategies will see tourism become a catalyst for environmental, social, cultural and economic regeneration. Originality/value This paper contributes to research on transformational tourism and transformational marketing pointing...