Abstract
This study examines a phenomenon that has recently emerged in China—vegan tours. An exploratory case study was conducted to examine the features of a vegan tour (VT) to Wuyi Mountain, explore tourist's motivations for joining, and their benefits from such a tour. Motivations include personal vegan food preferences, changing family members' attitudes toward vegan food, and visiting local attractions. The vegan packaged tour includes vegan meals and activities emphasizing self‐reflection and eudemonic benefits, such as personal growth and mindfulness. This study provides an in‐depth understanding of VT and has implications for developing meaningful food tourism experiences.
