Travel-based learning: unleashing the power of destination curiosity

International travel has been historically influenced by interest in foreign cultures and environments. Despite its deep roots in curiosity and exploratory behavior, curiosity-driven travel is underrepresented in modern tourism scholarship. Curiosity, vital for exploratory actions, plays a significant role in travelers' behaviors, influencing travel for learning about diverse societies and cultures. This study (1) underscored destination curiosity as the zeal for travel exploration, (2) devised a Destination Curiosity scale using mixed methods, (3) validated the scale's predictive capability concerning cultural identity's impact on visit intentions, and (4) expanded tourism literature, aiding entities in crafting experiences that stimulate curiosity and learning.