Transformative event experiences: a visual in-situ study of change

Transformative experiences are currently on the rise, and that includes life-changing experiences in tourism, hospitality, and events. While research has focused on understanding the triggers of transformative experiences, their aftermath and long-term changes are less understood. This research aims to explore transformative experiences by mapping out the occurred change within participants through a study of attendee states upon entering and exiting a transformative business event, drawing upon the Event Canvas as a theoretical framework. A qualitative in-situ visual elicitation approach with three components was developed, including drawing upon entry and exit of the event, along with a word association diary. By bridging the latest research on experience design, human transformation, and event design, this study contributes to the transformation literature in that it captures the transformative impact in situ. The paper offers practical implications for the intentional design of transformative experiences and discusses suggestions for future research.