Exploring the role of incentive travel in creating transformative tourism

Purpose This research paper aims to examine the role of incentive travel in creating transformative experiences for employees within the Pakistani context. It examines how the sales workforce undergoes a process of change at both personal and professional levels, and how organizations support the travel “for transformation” by providing incentive travel. Design/methodology/approach This study was based on a hermeneutic (interpretive) approach, using interview data from 25 in-depth interviews with 15 employees who had gone on such trips and ten managers who had observed employees undergo significant change. Findings This study stated that “incentive travel is developing you personally and professionally.” It accomplishes this by increasing a person’s self-esteem, self-reflection, broader perspective, sense of emotional well-being and behavior. It also generates employee benefits, including commitment, performance, retention and skill development, therefore promoting transformative tourism. Practical implications This research reveals that incentive travel is not simply a corporate perk but rather underscores its strategic value in supporting employee development, business sustainability and a competitive edge. Originality/value This research expands transformational tourism beyond recreational contexts by applying it to incentive travel, an area where transformation processes remain underexplored. This study gives a comprehensive knowledge and a conceptual foundation for further research in organizational transformation through incentive travel by incorporating viewpoints from employers and employees.