How is transformative travel constructed within the transformation economy? Evidence from Rick Steves’ “travel as a political act” narrative

Purpose Even though the role of service providers in transformative travel is widely acknowledged, research on how tour operators construct and idealize transformative travel remains limited. Given the growing visibility of the transformation economy, exploring the phenomenon in this context has become both timely and significant, thereby addressing the research gap. Therefore, this study aims to explore how transformative travel is constructed and idealized by service providers in the context of the transformation economy. Design/methodology/approach The research gap is addressed through a case study design focusing on the American tour operator Rick Steves. To this end, a YouTube video uploaded in 2024 was selected as the primary research material, and a thematic and constructivist narrative analysis was conducted, informing the study’s findings. Findings The findings reveal that the tour operator’s authority reinforces their role in guiding travelers’ transformations. Moreover, travel-based transformational solutions are offered to address identified global challenges, thereby transforming travelers into idealized “better voters” empowered to take direct action in the voting booth. Therefore, travel is constructed as a holistic process of transformation, reflecting the core principle of the transformation economy: the creation of transformative value through societal change. The study concludes by reframing service providers as active initiators of transformation rather than merely facilitators of tourists’ self-directed change. Originality/value To the best of the author’s knowledge, the novelty of this study lies in linking service providers’ practices to the transformation economy and in offering one of the first analytical frameworks on the topic. The proposed model contributes to the existing knowledge by offering insights into tour operators’ transformative travel construction, given that the transformation economy and its related practices are increasingly being applied in tourism contexts.