Tourists as reflexive agents of change: proposing a conceptual framework towards sustainable consumption

The transformation of the tourism industry to ensure more sustainable consumption and production practices also requires the transformation of tourists. Tourism is assumed to possess the potential for cathartic experiences that can positively influence individual transformation. This individual transformation is often overlooked in the sustainability debate. As tourists can accelerate system transformation and contribute to the fulfilment of the United Nations Sustainable Development Goals, more research is needed to understand individual transformation. This conceptual paper puts tourists into the spotlight and adopts a sociopsychological lens to explore how experience-based reflexivity can contribute to individual transformation towards sustainable travel. We argue that two interrelated perspectives are needed as analytical tools, i.e. process and systemic perspectives, and propose two models: The Reflected-Self-Model and the Reflexive-Agent-Model. We suggest that reflection needs to be understood as a critical component in building awareness and changing attitudes, actions, and practices that translate into individual transformation. With the limitations of this conceptual paper in mind, several thought-provoking avenues for future research are proposed. We argue that more research is needed that investigates intermediate stages in the attitude–behaviour gap, bridges individual and system transformation, integrates experiences in travel and home environments, and explores individual resilience.