Study reveals how self-drive exploration beyond mainstream routes fosters personal transformation and deepens emotional attachment to the destination country
Research Corner | A partnership between Macau Business and the Macao University of Tourism (UTM)
As cross-boundary mobility continues to expand within the Guangdong–Hong Kong–Macao Greater Bay Area (GBA), self-drive tourism has rapidly emerged as a preferred way for Hong Kong residents to explore Mainland China. Enabled by policies such as the “Northbound Travel for Hong Kong Vehicles” scheme and strengthened infrastructure connectivity, travellers are no longer confined to fixed itineraries or group-based travel. Instead, many are venturing beyond established tourist routes in search of more flexible, immersive, and personalised experiences.
But beyond convenience and flexibility, a more important question remains: what do these journeys actually do to travellers? More specifically, can travelling off the beaten track do more than create memorable moments and fundamentally reshape how individuals think, feel, and connect with a destination?
A recent study by researchers from the Macao University of Tourism (UTM) and Macao Polytechnic University (MPU), based on a survey of 244 Hong Kong self-drive tourists and analysed using structural equation modelling, addresses this issue. Drawing on the developmental theory of place attachment, the study shows that self-drive travel beyond mainstream routes is not simply experiential but also transformative, with measurable impacts on both personal development and emotional attachment to the destination country.
From Exploration to Transformation and Attachment
The study focuses on “off-the-beaten-track travel” (OBTT), a form of travel that moves beyond conventional tourist circuits into less-visited, often more authentic local environments. Unlike mass tourism, which is typically centred on iconic attractions and pre-designed itineraries, OBTT emphasises autonomy, spontaneity, and direct engagement with local life.
For self-drive tourists, this mode of travel is particularly accessible. The flexibility of private vehicles allows travellers to adjust routes in real time, discover hidden locations, and interact more closely with local communities. Visiting rural villages, experiencing everyday lifestyles, and engaging with residents are all characteristic of this form of exploration.
These experiences are not simply recreational. By stepping outside familiar environments and structured tourism settings, travellers are exposed to unfamiliar perspectives that challenge habitual ways of thinking. In doing so, travel shifts from passive consumption to active exploration, creating the conditions for deeper and more meaningful engagement.
The study draws on the idea of transformative tourism to examine how OBTT can generate “transformative experiences”, defined as moments that reshape individuals’ perspectives, values, and sense of self. These experiences go beyond enjoyment or satisfaction, encompassing reflection, self-development, and emotional growth.
The findings point to a strong and statistically significant relationship between OBTT and transformative experience. Travellers who engage more deeply with unfamiliar environments are more likely to report broadened worldviews, heightened self-awareness, and a stronger sense of inner well-being. Encounters with different cultures and ways of life prompt reflection on one’s own identity and priorities, often leading to lasting changes in outlook.
Transformation does not depend on the length or intensity of travel. Even relatively short self-drive trips can trigger meaningful reflection, provided they involve genuine immersion in unfamiliar and culturally rich settings. What matters more is the depth of engagement, not the distance travelled.
Beyond individual transformation, the study explores how these experiences translate into a broader emotional connection to the destination country, referred to as “country attachment”. It refers to a sense of belonging and identification, as well as an emotional bond with a nation as a whole.
The findings show that off-the-beaten-track travel strengthens country attachment both directly and indirectly. Transformative experience plays a central role in this process. In other words, it is through reflection and personal change that travellers develop deeper emotional ties to the destination.
As individuals internalise their travel experiences and integrate them into their sense of self, the destination becomes associated with personal meaning and growth. This process reframes tourism as more than a transactional activity, turning it into a pathway through which emotional and cultural connections are formed and sustained.
Implications for Travel Behaviour and Regional Development
The study also examines how social context shapes transformative outcomes, particularly through the role of travel companions.
The findings show that the number of companions has a significant negative moderating effect on the relationship between OBTT and transformative experience. Travellers in smaller groups or those travelling alone are more likely to experience deeper personal transformation, while larger groups tend to dilute this effect.
At its core, transformation appears to thrive on autonomy and reflection. Fewer companions allow for greater flexibility, independence, and opportunities for introspection, whereas larger groups may impose constraints on decision-making and reduce the space for individual engagement. While companionship can enhance enjoyment, it may simultaneously limit the depth of self-reflection that underpins transformative travel.
No significant differences were found across age or gender, suggesting that the potential for transformative travel is widely accessible and shaped more by travel behaviour than by demographic characteristics.
These findings have several implications for tourism stakeholders across the GBA. As self-drive tourism continues to grow, there is increasing opportunity to design experiences that go beyond conventional sightseeing. Encouraging visitors to explore lesser-known destinations, engage with local communities, and participate in authentic cultural activities can enhance both visitor experience and destination sustainability.
From a destination management perspective, OBTT provides a practical strategy to redistribute visitor flows, alleviating pressure on popular attractions while supporting economic development in less-visited areas. At the same time, fostering transformative experiences can strengthen emotional attachment, potentially leading to repeat visitation, positive word-of-mouth, and longer-term engagement.
For policymakers, the study underscores the broader social significance of tourism. By enabling meaningful cross-boundary interactions, self-drive travel can contribute to deeper cultural understanding and stronger regional connections, aligning with the GBA’s vision of integration and shared development.
– The researchers
Libo Yan
Libo Yan is an Associate Professor at the Centre for Gaming and Tourism Studies, Macao Polytechnic University.
Joe Yong Zhou
Joe Yong Zhou is an Assistant Professor at the Faculty of Innovative Hospitality Management, Macao University of Tourism
– The paper
Yan, L. & Zhou, J.Y. (2025).
Off-the-beaten-track travel and the transformative experiences of Hong Kong self-drive tourists in Guangdong, China. Tourism Recreation Research.