Exploring the Limits of Deviancy in Leisure Pursuits

Project Overview:
This project investigates the evolving cultural trends that influence the consumption of non-traditional tourist activities, with a focus on how once-deviant pursuits gain mainstream acceptance. Using the recent surge in interest in BDSM-themed experiences as a case study, the project develops a conceptual model to explain how fringe activities transition into widely accepted forms of leisure and tourism.

Research Focus:
The study explores how certain tourist behaviors—initially seen as transgressive or taboo—become normalized through a process of cultural and social shift. It introduces the idea that tourists often engage with these activities in liminal spaces, using them as a form of identity play and temporary escape from societal norms. These experiences are positioned as "liminoid pursuits," offering a sense of freedom and shared secrecy among participants.

Methodology:
A three-stage research design is used to investigate the discreet nature of participation in such activities. This approach addresses the unique challenges involved in studying hidden or stigmatized tourist behaviors, offering a new framework for capturing data on occult or marginal tourism trends.

Project Title: How Unusual Tourist Activities Become Mainstream

What This Project Is About:
This project looks at why and how certain unusual or "taboo" tourist activities—like those related to BDSM—go from being seen as strange or edgy to becoming popular and widely accepted. We want to understand what drives these changes in taste and how people start to feel comfortable trying things that used to be considered off-limits.

What We’re Exploring:
Sometimes, people do things on holiday that they wouldn’t normally do in everyday life. These experiences can feel exciting or freeing because they happen in a different setting. This project explores how those once “deviant” activities become something people talk about and share more openly, turning into accepted parts of tourism and culture.

How We’re Studying It:
Because these activities can be secretive or hidden, we use a three-step research process to find out more about them in a respectful and careful way. We’re creating a new approach that helps us understand this kind of behavior without invading people’s privacy.

Why It Matters:
If we can spot when a small or unusual trend is becoming more popular, it can help tourism businesses plan better and create experiences people actually want. Understanding these shifts can lead to exciting new ideas for travel and tourism that match what people are really looking for.

his project found that niche or unusual tourist activities—like those once seen as taboo—can become popular and even profitable over time. As these interests move into the mainstream, they create new opportunities for the tourism industry.

For tourism professionals, marketers, and destination managers, understanding these cultural shifts is extremely valuable. Being able to spot early signs of a growing trend means they can plan ahead, create new experiences, and attract a wider range of visitors. This helps businesses stay ahead of the curve and offer something fresh and relevant to modern tourists.

The findings were published in the 4* Journal of of Tourism Management