Today’s tourists seek unique destinations that could associate with their self identity in a profound way. It is meaningful for destinations to design unique physical elements that offer transformational travel experiences. This study aims at identifying how tourists encounter architecture in a destination and if architecture facilitates tourists’ self transformation. Based on narrative structure analysis by deconstruction of travel blog posts, the results suggest that tourists perceive architectural landscape as an important feature that reflects destinations’ identity. Four different interaction modes— gazing, touring, reading and pondering are identified. Conversational architectural design is suggested for destinations to create a unique experience.