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Journal of Travel Research
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Mindfulness as a Tool for Managing Visitors to Tourism Destinations

Eric Frauman

Whitefish, Montana.

William C. Norman

Recreation, Travel and Tourism Institute at Clemson University, Clemson, SC.

The primary objective of this study was to develop a further understanding of the construct of mindfulness and its application in managing visitors to natural, cultural, or historically based tourism destinations. Mindfulness represents a state of mind expressed by actively processing available information (e.g., brochures) within the surrounding environment, while mindlessness is considered a type of disengagement from information in one’s surroundings. A 7-item Likert-type-scaled mindfulness measure was modified and administered to visitors at four southeastern coastal parks in April/May 1998. Three groups, "not very mindful, " "mindful," and "very mindful," were identified. Significant differences (p < .05) were found among the three groups concerning benefits sought, preference for services, and participation in nature-oriented activities, with the very mindful group standing apart from the other two. Application of mindfulness principles may provide a framework for tourism destinations in meeting visitor needs while also aiding resource management efforts.

Key Words: mindfulness • resource management • benefits sought • nature-based tourism • sustainability

Journal of Travel Research, Vol. 42, No. 4, 381-389 (2004)
DOI: 10.1177/0047287504263033
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