Tattoos as anchors of transformative travel

At the intersection of body art and travel lies a fascinating phenomenon: tattoos serving as anchors of transformative experiences.

A new study from Recreation, Sport and Tourism faculty members Toni Liechty and Joelle Soulard, along with recent RST graduate and current Western Michigan University Assistant Professor Xin Du—which earned a Silver Award at the TTRA International Conference—sheds light on how travelers inscribe their journeys into their skin—quite literally—turning fleeting moments into enduring symbols of change. Drawing on the theory of aesthetic reflexivity, Soulard and her team examined how tattoos reflect not only personal transformations but also the broader cultural contexts in which they are created.

At the heart of this study is aesthetic reflexivity, a lens that emphasizes how individuals make sense of their lives through aesthetic, embodied, and sensory practices. Rather than viewing tattoos as static souvenirs, Liechty and Soulard’s research frames them as dynamic expressions of ongoing transformation. Placement, style and design become as important as the stories behind them. Three themes consistently surfaced: tattoos as embodiments of personal change, tattoos shaped through collaboration with others, and tattoos serving as enduring reminders long after the journey ended.

In other words, the tattoo is not the final word on the experience—it continues to “speak” over time. A novel aspect of this research was the use of photo elicitation, where participants were asked to share images of their tattoos.

“This combination of stories and images provided a fuller picture of how tattoos expressed transformation and helped us notice patterns that might have been missed otherwise,” Soulard said.

This visual approach often unlocked memories and meanings that words alone did not capture. For instance, some travelers reflected on the significance of tattoo placement in relation to scars, or the choice of a particular design that tied back to their journey. By combining narrative and visual data, Soulard and Liechty were able to trace patterns of transformation that might have remained invisible otherwise.

The study included 31 U.S. travelers who had gotten a tattoo after what they considered a transformative trip. Participants were recruited to reflect diversity across age, gender, life stage, and destination. From backpacking in Asia to volunteering abroad or embarking on solo pilgrimages, the contexts varied widely. Yet, despite the diversity of stories, a shared thread emerged: the tattoo as both artifact and anchor of change. Recruitment continued until theoretical saturation was reached, ensuring that the insights reflected recurring themes rather than isolated anecdotes.

One of the more striking findings involved tattoo placement. Several participants deliberately chose sensitive spots—like ribs or spine—where pain intensified the meaning of the act. For them, the researchers said, enduring the process was part of the ritual, underscoring resilience and adding layers of depth.

“Across their stories, we also noticed common patterns,” Soulard said. “Tattoos used to cover scars, tattoos placed where others would see them as signs of transformation, and tattoos with symbolic designs, such as ancestral motifs, that carried personal significance. These layers of interpretation became visible when we looked at the tattoos alongside the participants’ accounts.”

Although the research did not include formal long-term follow-up, many participants described how their tattoos continued to serve as daily reminders of their journeys. In moments of stress or uncertainty, glancing at the tattoo provided grounding, calm, or renewed strength. This suggests that tattoos function not only as memory devices but also as active tools for navigating everyday life, anchoring identity and resilience across time.

The findings hold valuable insights for tourism operators. Rather than offering only conventional souvenirs, Soulard suggests that operators could facilitate co-creation experiences with local artists—tattooists, calligraphers, or printmakers—that allow travelers to express transformation in deeply personal ways. Maker studios for engraved tokens, stitched patches, or memorial jewelry could provide meaningful alternatives. Post-trip reflection kits, blending journaling prompts with art, might also extend the transformative power of travel once travelers return home. These approaches recognize that identity work does not end when the trip concludes; it evolves.

Of course, tattoos are not free from cultural complexity. The researchers said they approached the subject with care, ensuring ethical research practices, IRB approval and respect for participants’ privacy. Photo sharing was optional, and aliases were used to protect identities.

“We also ensured that participants’ own stories and meanings were at the center of the research by giving them space to guide the conversation, and interpreting their tattoos through the explanations they offered,” Soulard said.

Importantly, the researchers acknowledged broader issues, such as the colonial suppression of Indigenous tattoo traditions, as well as the risks of cultural appropriation or stigma in modern practice.

Soulard and Liechty’s insights raise possibilities for future research. Longitudinal studies using diaries or repeat interviews could explore how the meanings of tattoos evolve over decades. As tattoos continue to gain cultural prominence, particularly among younger generations, their role as anchors of transformative travel is likely to expand.

What remains clear, Liechty and Soulard suggest, is that tattoos are more than body art—they are living, breathing narratives etched into skin, carrying the echoes of journeys that reshape lives.

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