Is Travel Better Than Chocolate? 

As a field, we too often describe what we do, instead of why we do it.  This has led to Deans, Department Heads and tourism leaders questioning the value of what we do, as the data they typically see are hedonic results (e.g., satisfaction) or economic results (e.g., dollars earned and jobs created).  Using this social script has historically led to difficulty in gaining respect for the worth of tourism as it highlights benefits that don’t directly impact individuals.   Hence, the goal of this presentation will be to show empirical evidence of the benefits travel has to individuals including enhancement of their relationships, education and health.  It is believed that discussing the valuable benefits travel can have on individuals will resonate better with tourism leaders and could lead to travel being prescribed by relationship therapists, educators and medical professionals.