Learning during tourism: the experience of learning from the tourist's perspective

The purpose of the research described in the paper was to explore the learning experience that occurs during leisure tourism from the tourist's perspective. Learning throughout the lifespan occurs in diverse contexts and travel presents a unique learning environment enabling both unplanned and planned opportunities. The Husserlian phenomenology presented here involved in-depth interviews with 10 recent tourists and revealed the following 6 qualities of the tourism learning experience: contrast, freedom and flexibility, fun and engagement, authentication, reflection and exploration. The results of the study are discussed in relation to learning, leisure and tourism concepts. Future directions for research are presented.