Spatial, temporal and social dimensions of a ‘destination-in-motion’

Purpose The purpose of this paper is to raise awareness of the mobilities paradigm by exploring the role of tourist mobilities in destination marketing. This is important as studies that explore the impact of modes of transport on the development of destinations, or compare the transportation experience with the destination experience are lacking. Design/methodology/approach The study uses the context of the Jacobite steam train, which runs in the Scottish Highlands. It draws on multiple qualitative methods including participant observation, interviews and netnography. Findings The study explores the spatial, temporal and social mobilities associated with the journey and the destination, reveals how a rail journey becomes a “destination-in-motion” and, in turn, transforms what might otherwise be a neglected destination. Practical implications The study demonstrates how modes of transport that offer rich embodied experiences to visitors can present an important differentiation strategy and become core to a destination’s product and service portfolio. Originality/value By approaching destination marketing from a mobilities perspective, this paper recognises the significance of human and objects mobility to tourist experiences and offers a new perspective to existing research which biases a geographically bounded understanding of destinations.