Theory of Optimal Experiences

This chapter discusses the theory of optimal experiences, which describes the flow of experience, including its impact in and potential for tourism research. The flow state is a psychological state featuring deep focus, intrinsic motivation, and entailing full engagement. First, the theoretical framework is discussed, including impacts to psychological well-being. Next, a selective review of how the theory has been applied in the tourism literature is presented. Key topics regard how flow is triggered and then either elongated or interrupted. The flow experience’s role in enhancing consumer value is highlighted. In addition, the influence of personality traits and digital technologies, such as virtual reality, is explored. Taking stock of the range of previous and potential research, suggestions for future research avenues are offered. Key areas to watch as this literature proliferates regard the powerful influence of culture, and how technology induced flow can be optimized for well-being. Technology will continue to advance further, even beyond recent leaps in artificial intelligence. Balancing the benefits of flow from digital contexts without inhibiting the flow experiences possible in natural contexts will become an increasingly important endeavor.