Mindfulness in Tourism

Abstract

The theory of mindfulness describes how individuals can be encouraged to be more aware of their environment, think more deeply about a situation or event, gain a clearer understanding and leave a venue after enjoying a more enjoyable and satisfying experience. Having been applied in numerous settings, including heritage sites and museums, parks, cultural and historical sites, whole tourism destinations and sustainable sites, mindfulness has been repeatedly reported as providing benefits to both individuals and sites. In tourism research, the focus has tended to be on the improvement of memories, learning, understanding, satisfaction loyalty and more sustainable actions. Whilst most of these cited benefits are predominately individual oriented, they have advantages to businesses in terms of promoting more satisfied and loyal customers. Some variation is present, however, when it comes to the type of business being studied.