Gendered pathways to inner transformation: the role of memorable experiences and destination attributes in adventure tourism

Purpose This study aims to examine how memorable adventure tourism experiences (MATEs) and destination attributes (nature and quality of service) foster inner transformation (ITR) among tourists, incorporating both a mediating and moderating analytical framework. It investigates the mediating role of MATEs and the moderating effect of gender on these relationships, thereby providing a gender-responsive understanding of transformation in adventure tourism. Design/methodology/approach A quantitative approach was used, collecting data from 462 adventure tourists in Manali, India, using a structured questionnaire. Confirmatory factor analysis and structural equation modeling were applied to test the hypothesized relationships. Mediation and moderation analyses were conducted using bootstrapping to identify indirect and conditional effects. Findings Results reveal that memorable adventure experiences significantly mediate the relationship between destination attributes (nature and service quality) and ITR. While nature enhances memorability, it does not directly influence transformation; service quality, however, has a direct and indirect impact. Gender moderates the relationship between memorable experiences and transformation, with female tourists exhibiting stronger reflective and emotional transformation. Originality/value This study contributes to transformative tourism literature by integrating memorable adventure experiences with ITR, a previously underexplored connection. It extends adventure tourism research by empirically validating the dual role of mediation and moderation, thereby advancing understanding of gendered transformation pathways. The study highlights policy-level implications for developing inclusive, gender-sensitive and experience-driven tourism strategies that foster psychological growth and well-being.