Following Marshall's ritual practice theory, this study initially explores women's consumption of girlfriend getaway experiences over time. Using a longitudinal design with interviews and concept cards, it primarily investigates whether and how women's beliefs and belonging are subtly altered through socio-psychological changes and how these alterations may exert long-term effects on their lives in the emerging Chinese girlfriend getaway (GGA) market. Findings reveal that ‘girlfriend getaways’ (GGAs) represent a distinctive form of travel imbued with a ritualistic quality. This ritual dimension, combined with female companionship, triggers socio-psychological changes, including alterations in attentional focus, subjective state and behaviour, that subsequently shift existing beliefs and belonging, potentially yielding long-term benefits. This study also introduces a preliminary framework conceptualising the GGA through the lens of ritual practice theory, providing valuable insights for marketing female travel products.
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