Transformative value in cultural tourism: Scale development and its impact on tourist eudaimonic well-being

Cultural tourism has the potential to foster significant tourist transformation, yet the concept of transformative value in cultural tourism and its relationship with tourist eudaimonic well-being remain underexplored. Through in-depth interviews with 29 tourists who experienced transformation after a cultural tourism experience, this study clarified the key components of transformative value. Following a rigorous scale development process, this study adopted a survey methodology to develop a reliable measurement scale for transformative value. Applying structural equation modeling, the study also investigated how transformative value affects tourist eudaimonic well- being. The findings revealed that transformative value in cultural tourism is a multidimensional construct, comprising personal self-enhancement, transpersonal self- expansiveness, cultural identification, and cultural knowledge acquisition. Self- reflection promoted transformative value. With the exception of transpersonal self- expansiveness, these dimensions significantly impacted upon eudaimonic well-being. The findings underscore the significance of creating transformative value in cultural tourism. This study also provides a robust tool for the measurement of tourists perceived transformative value, which can be used to explore antecedents and consequences. Practical insights for destination managers and service providers are also offered. By applying the scale, managers can assess and enhance offerings to enhance transformative values such as personal growth and cultural immersion, ultimately fostering eudaimonic well-being.