Paradoxes and actualities of off-the-beaten-track tourists

Abstract

The need for a transformation of the tourism system has never been greater. To achieve such positive transformation, tourists need to be transformed as well. This also means that they need to embrace more alternative and sustainable travel forms with lower impacts on the social and natural environments of host communities. Experienced tourists that engage in more authentic, immersive experiences and travel off-the-beaten track are seen as potential ambassadors of such transformative shifts. However, little is known about off-the-beaten-track travel and the relationships between being experienced tourists, travelling off-the-beaten-track and engaging in other sustainable travel forms. Based on a mixed-methods design comprising semi-structured interviews with German and New Zealand destination marketers and an online survey with 500 German and 500 New Zealand tourists, this paper empirically addresses these knowledge gaps. Results reveal a positive relationship between off-the-beaten-track travel and the self-identification as an experienced tourist. There is further evidence that off-the-beaten-track tourists do not only aim for immersive and authentic travel experiences, but are also inclined to participate in more sustainable and ethically responsible travel. Inherent paradoxes remain, particularly with reference to their online-offline behaviour and desire to become travel pioneers, thereby paving the way for mass tourism. This paper suggests that more institutionalised forms of off-the-beaten-track travel along with stricter regulations will be needed to achieve the desired transformation towards sustainability. Given that experienced, off-the-beaten-track tourists are more aware of their own impact and are receptive for stricter measures, the identified inherent paradoxes are seen as an opportunity. This paper advocates that experienced, off-the-beaten-track tourists can become important voices in the desired transformative shifts and need to be better integrated in tourism planning, marketing and management.