1 Introduction
The landscape of tourism has undergone a significant transformation. Previously perceived merely as a means of relaxation and leisure, it has metamorphosed into a powerful instrument for personal enlightenment and self-evolution. The emergence of transformative tourism underscores the profound capacity of travel to metamorphose individuals. This transformation is achieved by immersing individuals in foreign cultures, novel ideas, and diverse lifestyles [1]. When executed proficiently, communication lays the groundwork for genuine and transformative travel encounters, paving the way for individual advancement, unity, and a heightened commitment to preserving our environment. In this digital age, advanced technologies amplify the scope of interactive multi-channel communication, ushering in profound transformation [2]. However, further in-depth studies are imperative to tap into the vast potential of communication within transformative tourism and devise efficacious strategies that propagate sustainable and equitable tourism, e.g. Waisbord [3] and Teoh et al. [4].
Eudaimonic communication, which emphasises genuine well-being and human flourishing, has been identified as pivotal in advancing transformative tourism experiences and championing sustainable tourism initiatives. By acting as a bridge between tourists and indigenous communities, eudaimonic communication catalyses personal development and cross-cultural appreciation while underscoring the importance of environmental and societal responsibility [5].
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This study aims to comprehend how businesses offering transformative tourism experiences harness communication from a eudaimonic standpoint. The text on company websites is scrutinised by establishing a criterion derived from extensive literature. This study is piloting the webpage analysis in more extensive research of transformative travel implemented in a project by LAB University of Applied Sciences, Jyväskylä University of Applied Sciences and the University of Eastern Finland. It not only seeks to bolster the efficacy of online communication but also intends to offer tools for corporate strategy. Furthermore, it strives to plug the existing gap in research concerning transformative, eudaimonic communication on digital platforms.
2 Communication in Transformative Tourism
Communication in Transformative Tourism is essential in creating travel experiences that change and transform people [6]. In an era dominated by digital platforms, tourism marketing and communication strategies must place paramount importance on the online realm, given its demonstrable influence on tourist behaviour [7]. Authentic communication is the linchpin in curating transformative experiences, crafting interactions that resonate with tourists and immerse them in their environment. This involves fostering a culture of transparency, inclusivity, tolerance, and synergy among locals and entities involved in tourism [8].
Lengieza et al. [22] point out that across the literature, two of the top elements of eudaimonia are self-reflection and personal meaning within the context of a travel experience. Tourists seeking eudaimonic travel would, therefore, seek out activities that would contribute to personal growth, be personally meaningful and serve as potential motivators for more expansive pro-social or pro-environmental long-term outcomes. Focusing on eudaimonia and eudaimonic communication, tourism organisations can differentiate themselves and provide a truly unique and fulfilling customer experience.
Moreover, transformative tourism supports experiences that challenge individuals, pushing them to transcend their boundaries. Activities that throw down the gauntlet, like adventure sports or philanthropic endeavours, often propel tourists beyond their comfort zones. This confrontation with their perceived limitations can catalyse a surge in self-esteem and personal evolution, transforming the fabric of their existence, as Teoh et al. [4] echoed.
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Narratives have emerged as potent instruments in transformative tourism. Storytelling resonates deeply with human emotions, facilitating profound connections and enabling tourists to engage with their environment intimately. Sheldon [9] propounds that tales woven around local traditions and history can accentuate tourists’ bond with their destination.
Research endeavours, like those undertaken by Soulard et al. [10] and Pung et al. [11], shed light on the quintessential role of communication in transformative tourism. They advocate for a dialogue characterised by mutual reverence and a zest for mutual learning. Proficiency in language and cultural astuteness, enriched by a profound understanding of local customs and ethos, emerge as the cornerstones of effective communication [12]. This bridge of understanding fosters a deeper engagement with local communities and advances environmental conservation, as delineated by Krizanova et al. [13].
Further, technology has carved a niche in shaping transformative tourism experiences in this digital age. Cutting-edge digital innovations like virtual reality, augmented reality, and bespoke mobile applications curate holistic experiences that captivate tourists on diverse levels, rendering their journey profound and transformative [14]. Neuhofer et al. [15] opine that such digital tools, when wielded aptly, can conjure experiences that challenge the tourists’ convictions and principles, steering them towards introspection and self-evolution.
3 Eudaimonic Communication
The philosophical concept of Eudaimonia, anchored in meaningful existence and self-actualisation, views well-being as an individual's potential being realised to its fullest [16]. Eudaimonia can be defined as ultimate happiness, psychological well-being or –success in life [17, 18]. Eudaimonia is not just about feeling good or enjoying life; it is connected to being inspired, fulfilled, and resulting in personal growth [19]. When translated to communication, eudaimonic communication emerges as a paradigm that fosters individual and societal well-being [20]. Eudaimonic communication has been spotlighted in transformative tourism as an integral element in crafting transformative experiences. This ethos is underlined by studies such as those by Zhang [21] and Ryu et al. [22], highlighting the profundity of experiences and the cultural pride engendered by eudaimonic communication. Contemporary research by Ko and Cho [23] also underscores its significance in fostering sustainable tourism.
Memorable messages have the potential to influence individuals significantly. Creating communication moments that lead to reflection and memorability could profoundly impact consumers. As Mirivel [24] suggests, communication methods that create meaningful and memorable connections can be a game-changer. This could be transmitted with content utilising nostalgia [25], perseverance or human connections [20]. The ability to incorporate memorable messages into communication strategies can be an essential tool for businesses to engage with their consumers effectively.
4 Method
The paper presents a pilot study related to a larger research project implemented by LAB University of Applied Sciences, Jyväskylä University of Applied Sciences and the University of Eastern Finland to improve and understand the business opportunities that transformational experiences and eudaimonic communication strategies provide in the tourism industry. Conducting a pilot study before commencing the larger-scale project is essential as it can help determine the feasibility of the research design [26]. The preliminary study will assist in testing the research methods planned for the project and will produce results that can guide the methodology of the larger-scale investigation.
The research method used in the paper includes two approaches. Firstly, it employs a web content analysis technique that turns text on web pages into valuable, structured data for research purposes [27]. This technique offers a detailed view of the words used on web pages. Secondly, the context in which these words are used to communicate with customers establishes current communication strategies employed by the organisations, which can shed light on opportunities for improvement towards the movement of eudaimonic communication.
First, a criteria table was developed based on the literature to identify transformative eudaimonic expressions. The table yielded 21 words, which are listed in Table 2 and which have their basis in individual and societal well-being [20] like relaxation, yoga, fulfilment etc., cultural pride [22] like tradition, cultural, meaningful and memorable connections [24] like memorable, fulfilment, knowledge and sustainability [23] like nature.
The selected companies’ web pages were analysed using this criteria table to determine the presence or absence of these expressions. By discovering the elements used on current webpages of the selected companies – and also the lack of them – the study seeks to improve the effectiveness of webpage communication to achieve a transformative reaction and cognitive memory imprint.
The web content analysis uses a text mining tool to concentrate on the words on selected Finnish companies’ web pages. We conducted a deductive content analysis, drawing inspiration from Crabtree and Miller's [28] template methodology. This technique relies on theoretical criteria, which are employed for the iterative assessment of the data.
The method chosen to collect the quantitative web content data in Table 2 was a Search Engine Optimiser (SEO) spider, also known as a website crawler. The crawler searches a website and its relevant Uniform Resource Locator (URLs) for the selected keyword input, resulting in pages that contain the chosen input, the frequency of the selected keyword and its dispersion rate across the entire website. The dispersion percentage indicates how many different URLs the searched word appears compared to the total number of URLs of the website. For example, a specific word on a website containing 50 URLs could appear 20 times on one URL, equating to 2% dispersion. Another word could appear once over 20 URLS, equating to 40% dispersion. The word frequency is the same; however, the dispersion rate differs.
The qualitative data collected from the web content will provide valuable insights into how these organisations use the criteria words in their promotional and marketing materials. We can determine how these organisations communicate with customers by analysing the word frequencies and dispersion rates. Moreover, examining the word context will help us understand if these organisations use the criteria words in descriptive or promotional ways on their web pages or if they showcase eudaimonic and transformative characteristics of co-creative and collaborative communication. We must collect sentence samples from each organisation's website to achieve this.
4.1 Target Group and Sample Size
The research concentrated on Finnish organisations as part of a transformative travel project. Two organisations were chosen, namely Amazing City and Golden Sun Golf, due to their relatively small number of URLs compared to the other organisations. Amazing City had 51 URLs, while Golden Sun Golf had 114 URLs. Table 1 provides an overview of both organisations and their current offerings. Also, these two companies have similar business elements, and both publicly strive for sustainable, even transformational, experiences.
Table 1.
Participating Finnish organisations (*Follower and subscriber count as of 15 August 2023)
4.2 Implementation of the Analysis
The site crawler tool came back with inconclusive results if a website's original language is Finnish with no English language option. Therefore, to maintain consistency throughout the word searches, the Finnish words were used to search the websites for the word frequency. Data integrity was improved by only using Finnish words and not switching between English and Finnish across the various organisations’ websites.
In order to identify and analyse the transformative tourism experiences offered by Finnish organisations, this study investigated their websites. The data collection categories selected for this study reflected the various dimensions of transformation and incorporated elements of the transformation process previously identified in relevant research [22]. The triggers and components of transformation discovered included cultural activities, self-care activities, challenging activities, nature-based activities, and skill-acquisition opportunities. Based on the transformation categories and the literature on eudaimonic communication, 21 words were chosen for the quantitative data collection to reflect those that form part of the eudaimonic communication concept, e.g. kokemu*(experience), onnelli* (happiness) as seen in (Table 2). Translating the English words into Finnish allowed for a more comprehensive word search as most of the Finnish organisation's websites were in the Finnish language. Given the complex nature of the Finnish language, the base of the word was used with no suffixes to yield the most accurate results when searching for specific words and their derivatives.
The results obtained from each search were then sporadically cross-checked with the website to ensure the word appeared within the correct context. This is due to the possibility of a deviation in meaning for certain words in Finnish. For example, the Finnish word for ‘skill” used within this study was ‘taito’. While searching for words related to developing or improving a skill, all Finnish words containing ‘taito’ appear, resulting in the word ‘ammattitaitoinen’. This word translates to ‘professional’ in English and, therefore, does not fit in the concept of the English word for ‘skill’ in this context. These results were subsequently removed from the word count.
5 Findings
One could find apparent differences by analysing the words on web pages (Table 2). Amazing City's vocabulary was more versatile than the one from the web pages of Golden Sun Golf. For instance, Amazing City uses 16 of the 21 words set throughout their website from the word criteria, compared to Golden Sun Golf, which only uses 13 of the 21 words.
The word Nature appeared most frequently on Amazing City’s pages (26 times) and Challenge (75 times) on Golden Sun Golf’s pages. Second place was held by Experience (19 times) on Amazing City and Nature (65 times) on Golden Sun Golf.
However, it is essential to note that each word should be viewed within the context of the service offerings the organisation promotes. When comparing the frequency of the word Nature on Amazing City's and Golden Sun Golf's pages, it is clear that the latter mentions it more often. While Amazing City does offer some activities within nature, it is not their primary focus. On the other hand, golfing is enjoyed in natural settings, which is likely why Golden Sun Golf talks about Nature more frequently.
Another aspect of the data to consider is the dispersion rate of a word. The figures may seem vastly different at first glance; for instance, the word Experience appears 19 times (21.57%) across Amazing City's website and 37 times (18.42%) across Golden Sun Golf's website. However, when analysing the dispersion rates against the total number of URLs for each organisation, the overall word frequency for Experience is approximately 1.7 per URL due to Golden Sun Golf having 114 URLS compared to Amazing City's 51 URLs. This means that the word Experience is distributed across both organisation's websites equally.
The study found that certain expected eudaimonic words were missing from the websites. This is significant because it suggests a need for more focus on elements that promote personal growth, purpose, and self-actualisation for the intended audience. Both organisations had null results. The Amazing City website missed five eudaimonic words: ‘ Enriching’, ‘Happiness’, ‘Knowledge’, ‘Transformative’ and ‘Yoga’. Similarly, Golden Sun Golf's website did not include eight criteria words, including ‘Digital’, ‘Engaging’, ‘Enriching’, ‘Happiness’, ‘Knowledge’, ‘Skill’, ‘Sustainable’, and ‘Transformative’. These findings are significant because they highlight areas where organisations can improve their communication strategies.
Table 2.
Word frequency and dispersion rate
Criteria word (in English) | Amazing City | Golden Sun Golf | ||
|---|---|---|---|---|
Frequency | Dispersion | Frequency | Dispersion | |
Haaste* (Challenge) | 10 | 7.84% | 75 | 21.05% |
Kulttuuri* (Cultural) | 7 | 5.88% | 26 | 19.30% |
Digitaali* (Digital) | 8 | 3.92% | 0 | 0% |
Mukaansatempaava* (Engaging) | 1 | 1.96% | 0 | 0% |
Rikastutta* (Enriching) | 0 | 0% | 0 | 0% |
Kokemu* (Experience) | 19 | 21.57% | 37 | 18.42% |
Täytty* (Fulfilment) | 2 | 2.00% | 1 | 0.88% |
Onnelli* (Happiness) | 0 | 0% | 0 | 0% |
Tuntemu* (Knowledge) | 0 | 0% | 0 | 0% |
Tarkoitu* (Meaning) | 6 | 9.80% | 3 | 0.88% |
Medit* (Meditation) | 4 | 3.92% | 4 | 2.63% |
Unohtumat* (Memorable) | 7 | 5.88% | 14 | 8.77% |
Luon* (Nature) | 26 | 17.65% | 65 | 27.19% |
Rentout* (Relaxation) | 14 | 3.92% | 34 | 19.30% |
Taito (Skill) | 18 | 19.61% | 0 | 0% |
Kestäv* (Sustainable) | 7 | 1.96% | 0 | 0% |
Perin* (Tradition) | 5 | 7.84% | 25 | 13.16% |
Transformatiivi* (Transformative) | 0 | 0% | 0 | 0% |
Ainut* (Unique) | 12 | 9.80% | 25 | 14.91% |
Hyvinvoint* (Wellness) | 2 | 1.96% | 32 | 13.16% |
Jooga* (Yoga) | 0 | 0% | 25 | 1.75% |
The next critical step in the research process was to analyse how organisations use the words from the criteria list in Table 2 on their websites. By examining the language used, we aim to determine whether the communication style is more promotional or offers a personal and interactive conversation with the customer. This analysis will provide valuable insights into how these organisations engage with their target audience and help us better understand their effective strategies.
The eudaimonic and transformative words are used primarily in descriptive or promotional ways on the pages. They talk about the company's services and the skills one can learn.
Golfing taught by professionalsWe organise educational trips for golf enthusiasts. During the trip, you get to practice under the guidance of real professionals. The trip appropriately includes training and playing as well as rest and relaxation. The courses are located a stone's throw from the hotel, and there is plenty of time for things other than golfing. You can get competent golf lessons from us…
They emphasised togetherness and individuality.
An upscale and personal experience service, for any caliber of needs!Amazing city offers experience and program services to be experienced alone, as pairs or in groups of up to hundreds of people.For companies, communities, travelers and locals – Tampere is an experience for everyone!
They mentioned that their services were meaningful.
We’ll provide you with an entertaining experience program with a meaning.
Upon conducting a thorough analysis of both organisations’ websites, it is apparent that they have skillfully integrated customer feedback and review mechanisms into their platforms. This highly advantageous approach enables organisations to capture their customers’ genuine opinions through natural conversations.
However, a more comprehensive evaluation of each organisation reveals gaps in their use of eudaimonic communication to co-create transformative experiences with their customers, despite both companies utilising transformative language to some extent. For instance, both organisations could benefit from utilising more nuanced language that promotes personal growth and meaningful experiences. Additionally, the companies could consider adopting more collaborative approaches to customer engagement, facilitating a sense of community and shared values between the organisation and its customers.
6 Conclusions and Discussion
When looking at the results from a eudaimonic perspective, it can be said there is an effort for transformative communication. However, the communication style should be altered into a more personal, interactive conversation with the customer than traditional promotional text. This kind of discussion supports the transformation in an individual, as stated by Soulard et al. [10] and Pung et al. [11].
On the other hand, if a company wants to keep the one-sided, descriptive form in its communication, storytelling and narratives would work better as transformative elements [9] than basic promotion.
The contents on the pages emphasised the experiences with transformative elements, as Teoh et al. [4] mentioned; they challenge individuals to step out of their comfort zone, learn new things, increase self-esteem, etc.
From the eudaimonic perspective, elements of cultural pride [21] and sustainability [23] were present on the pages. However, the way they were communicated was again one-sided promotion.
So, the answer to the research question “How businesses offering transformative tourism experiences harness communication from a eudaimonic standpoint?” based on this pilot study is: “Quite poorly”. The contents and the companies chosen for this case study were acceptable and suitable, but how they were communicated did not pay attention to the customer and their emotions or attitudes, and thus the transformation and transformational elements. The communication method seeks to share information more than create transformation and imprint a memory in the customer’s mind.
From a theoretical perspective, this pilot study increases the knowledge of eudaimonic communication and its elements as well as their use of them. It supports the earlier findings and brings them together in the website context, which is still less studied.
When analysing the quantitative data obtained from the SEO tool, it is imperative to look at the word frequency or dispersion rate holistically. High word frequencies and dispersion rates indicate the use of eudaimonic communication in creating meaning for customers. However, looking at those results containing “0” values is equally important to improve communication strategies. This can be considered as the managerial implication of this study; being a company offering transformational experiences means that a mere statement of that is not enough; it has to be shown by the choice of words and expressions and in the way of communication, and even co-creation can be taken into consideration.
Furthermore, conducting additional research into these organisations’ existing digital tools, marketing strategies, and social media communication tactics would be beneficial. This would provide a comprehensive understanding of the organisations and their methods of communication.
Since this was only a pilot study to find out what kind of results we would get from the pages and the material, it is clear that more research is needed to make the results generalisable. Also, a deeper analysis of the contents in different languages and more versatile companies would provide a deeper understanding of the issue. Thirdly, research on customer reactions and emotions towards the contents is needed in different research settings, e.g. laboratory experiments.
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