Vacation vengeance: an interpretive phenomenological analysis of revenge travel in India

Abstract

PurposeAfter each of the COVID-19-induced lockdowns, an unprecedented surge in leisure travel was observed, resulting in tourists flocking to places of tourist interest. This phenomenon was termed revenge travel in popular literature. The purpose of this study is to explore the phenomenon of revenge travel in detail through an academic lens. It examines the psychological and emotional motivations for revenge travel while studying the differences in travel behaviour pre- and post-pandemic.Design/methodology/approachThe study applies an interpretive phenomenological approach to explore post-pandemic travel behaviour. Data were collected via personal in-depth semi-structured interviews. Thematic analysis of the transcripts was conducted to arrive at discussion themes.FindingsDrawing on the established theories, the findings of the study indicate that lockdown fatigue coupled with mortality salience induced individuals towards leisure travel. This in turn led to mood alleviation and compensation for the deprivation undergone.Practical implicationsThe study reveals important insights into post-pandemic preferences of travel destinations (off-beat locations near urban clusters), accommodation options (more travellers choosing home stays and stand-alone properties) and vacation itineraries (a gradual shift towards slow tourism with more focus on immersive experiences). Further, there are indications that hotels may develop “workcations” and “staycations” as a new line of offering.Originality/valueThe study adds to the small body of knowledge on revenge travel. It adopts a phenomenological approach, thereby capturing the “lived experiences” of the participants and providing an in-depth look into the psychological and emotional motivations of revenge travel that have not been explored previously. The study provides insights into the travellers' psychology post a period of withdrawal and restraint.