The pilot-study was conducted with three main objectives:

1. To conduct a pilot-study exploring transformative travel, focusing on 'sustainability transformations' and the effect travel has upon the traveller’s economic, socio-cultural and ecological knowledge, values, attitudes and behaviour upon their return home.
2. To make a determination on whether the concept of creating Sustainability Ambassadors through travel should be pursued formally by the tourism industry.
3. To make recommendations for future research looking at the formal integration of this phenomenon into the tourism industry.