Unraveling the charm of unplanned travel: Beyond impulsiveness to multiple values

Abstract

Previous studies have concluded that it is necessary to make detailed plans before traveling, overlooking the possibility of unplanned travel. Although there are some studies on unplanned travel, most focus on unplanned behaviors under impulsive emotions or occurrences during the mid-trip phase. The aim of this paper is to shed light on a more routine and common type of unplanned travel and its multifaceted values. Through 40 in-depth interviews and the MEC theory, this study deconstructs the attributes, consequences, and values associated with unplanned travel to clarify its concept and implications; The findings validate the multiple values of unplanned travel: physiological, psychological, and cognitive values; furthermore, three mechanisms of value creation—subtraction, addition, and transformation—are identified. This study clarifies the concept of unplanned travel, broadens the scope of research, enriches its theoretical basis, and offers insights for tourism professionals in their marketing strategies.