#Thaihospitality

Travel has never been easier to access, yet new research suggests it may be harder to find true meaning behind the miles. The latest thinking in travel studies argues that as destinations become increasingly polished and experiences more commodified, the real value of a journey now lies in resonance—the kind of imprint a place leaves on us when we listen, adapt, and engage rather than simply check boxes on a hit-list itinerary. This shift matters for Thai readers because our country sits at a crossroads of mass-tourism pressure and a growing appetite for authentic, locally rooted experiences that can sustain communities while enriching visitors.

When a scent can pull a traveler as surely as a sunset over Lake Michigan, tourism officials take notice. That is the idea behind a growing line of research and pilot programs testing whether the fragrance of pine forests, lake air, sunscreen, or shoreline flora can nudge visitors to spend more time, explore more sites, and choose Michigan as a vacation destination. With summers drawing crowds to its Great Lakes beaches and dune landscapes, Michigan is quietly betting that smells—carefully curated and responsibly deployed—could become a practical, measurable lever for regional economic activity. For ordinary families in Michigan and beyond, the prospect raises curious questions about how our senses shape travel choices, and whether scent could become a tangible tool in public hospitality, not just a marketing gimmick.