Planting the seed : how travel inspiration shapes dreams

Abstract

Travel inspiration is a key moment in the dreaming stage before travel. This study analyzed 137 real-life instances of travel inspiration collected through interviews, focusing on its process (inspired-by and inspired-to) and its role in the dreaming phase. Results indicate that inspiration ignites the dreaming phase of a new travel cycle, producing long-lasting effects on shaping travel dreams beyond mere fleeting stimulation. Even without immediate fulfillment, dreaming creates enjoyment, maintains longing, and helps sustain the initial spark of inspiration. This research deepens our understanding of travel inspiration and the dreaming stage, providing valuable insights for marketers to leverage its potential.