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From companionship to transformation: A longitudinal exploration of ritualised girlfriend getaway experiences

Siyu Cai et al.

Journal of Vacation Marketing2026https://doi.org/10.1177/13567667251410242article
AJG 1ABDC A
Weight
0.50

Abstract

Following Marshall's ritual practice theory, this study initially explores women's consumption of girlfriend getaway experiences over time. Using a longitudinal design with interviews and concept cards, it primarily investigates whether and how women's beliefs and belonging are subtly altered through socio-psychological changes and how these alterations may exert long-term effects on their lives in the emerging Chinese girlfriend getaway (GGA) market. Findings reveal that ‘girlfriend getaways’ (GGAs) represent a distinctive form of travel imbued with a ritualistic quality. This ritual dimension, combined with female companionship, triggers socio-psychological changes, including alterations in attentional focus, subjective state and behaviour, that subsequently shift existing beliefs and belonging, potentially yielding long-term benefits. This study also introduces a preliminary framework conceptualising the GGA through the lens of ritual practice theory, providing valuable insights for marketing female travel products.

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https://doi.org/https://doi.org/10.1177/13567667251410242

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@article{siyu2026,
  title        = {{From companionship to transformation: A longitudinal exploration of ritualised girlfriend getaway experiences}},
  author       = {Siyu Cai et al.},
  journal      = {Journal of Vacation Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/13567667251410242},
}

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From companionship to transformation: A longitudinal exploration of ritualised girlfriend getaway experiences

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.