Forget the binary between fiction and guides as the sole travel driver; the real spark is often elsewhere.
It's not the right perspective; many people just want to leave anywhere, the "where" comes later.
A need for escape, a trivial conversation at work, or even an accidental advertisement can be the real trigger.
For example, a colleague returning from vacation and sharing a spicy detail of a trip can inspire much more than a novel or guide, just through the authenticity of their story.
The most important thing is to grasp this initial desire and turn it into a concrete action, even if it means "ignoring the menu" of traditional options.