Beverage Experiences and Tourism in the Asia Pacific: A Consumer Focus

Call for Papers

Beverage Experiences and Tourism in the Asia Pacific: A Consumer Focus

Journal: Journal of Foodservice Business Research

Publisher: Taylor & Francis

Submission deadline: 28 August 2026

This special issue examines how beverages in the Asia Pacific region shape tourism, destination appeal, and consumer experience. It emphasizes beverages (such as sake, soju, shochu, tea, plum wine, and emerging styles) as cultural cues, experiential elements, and core components of place identity and branding that influence how visitors understand and engage with destinations.

The call responds to growing global interest in Asian cultural products and to the fact that much beverage marketing scholarship has focused on Western production regions. It seeks studies that foreground APAC beverage traditions and explore how beverage experiences influence perception, engagement, and behavior in tourism contexts.

Special Issue Editors

• Marco W.W. Nutta, Hitotsubashi Institute for Advanced Study, Hitotsubashi University, Tokyo, Japan.

• Hiromi Kamata, School of Business Administration, Hitotsubashi University, Tokyo, Japan.

Scope

Submissions may address topics such as consumer perception, experiential consumption, aesthetics and design, sensory marketing, branding and identity, consumer engagement and intentions, behavioral responses in tourism settings, beverage culture and destination appeal, and links between APAC beverage traditions and tourism development.

Submission details

Manuscripts should follow the Journal of Foodservice Business Research author guidelines and be submitted through the journal’s online system by 28 August 2026. Authors should clearly indicate that their manuscript is for the special issue “Beverage Experiences and Tourism in the Asia Pacific: A Consumer Focus.”

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