Unfolding the Process of Transformative Experience through Tea-Culture Tourism: A Qualitative Study in Wuyishan, China

Transformative tourism has received increasing scholarly attention as a form of travel that produces lasting changes in travelers’ values and lifestyles. While previous studies have mainly examined transformation in contexts such as religious, volunteer, and nature-based tourism, little empirical research has focused on complex experience structures in which multiple practices are integrated and meaningfully reinterpreted by travelers themselves. This study investigates how travelers undergo transformative experiences through tea-culture tourism in Wuyishan, Fujian Province, China. Focusing on the intersection of cultural rituals, immersion in natural landscapes, and interactions with local residents, it explores how travelers reconstruct their meaning systems through these multidimensional engagements. Semi-structured interviews were conducted with four travelers who reported transformative experiences. Their narratives were analyzed using the steps for coding and theorization method. The findings suggest that the transformative process can be structured into three stages: (1) entry through extraordinary landscapes, (2) awareness of an ideal self, and (3) rediscovery of everyday life. Rather than occurring by chance, these experiences emerge through active meaning-making by travelers who are psychologically prepared for transformation. Additionally, the perception and reinterpretation of “relational authenticity,” facilitated by emotional interactions with others through cultural practices, played a crucial role. By highlighting how transformation is shaped through layered cultural and relational dimensions, this study contributes to a deeper understanding of the structure of transformative tourism experiences. Theoretically, it extends existing frameworks by introducing the concept of the “prepared self” and by positioning relational authenticity as a co-created resource, thereby enriching debates on authenticity and transformation in tourism. Practically, the study provides insights for destination managers and cultural practitioners seeking to design tourism experiences that foster self-reflection, intercultural connection, and sustainable relationships between travelers and host communities. Future research could further examine cross-cultural cases and employ longitudinal or mixed-method designs to capture the dynamic and reciprocal nature of transformative processes.