𝗥𝗲𝗶𝗺𝗮𝗴𝗶𝗻𝗶𝗻𝗴 𝗚𝗹𝗼𝗯𝗮𝗹 𝗛𝗼𝘀𝗽𝗶𝘁𝗮𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴

𝗖𝗮𝗹𝗹 𝗳𝗼𝗿 𝗣𝗮𝗽𝗲𝗿𝘀

𝗥𝗲𝗶𝗺𝗮𝗴𝗶𝗻𝗶𝗻𝗴 𝗚𝗹𝗼𝗯𝗮𝗹 𝗛𝗼𝘀𝗽𝗶𝘁𝗮𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴

𝗝𝗼𝘂𝗿𝗻𝗮𝗹:
Journal of Global Marketing

𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗿:
Taylor & Francis Group

𝗠𝗮𝗻𝘂𝘀𝗰𝗿𝗶𝗽𝘁 𝗗𝗲𝗮𝗱𝗹𝗶𝗻𝗲:
31 March 2027

𝗔𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲

Hospitality and tourism are commercially interconnected sectors that jointly shape destination demand, mobility, service experiences, accommodation, food services, and global travel value chains. In a rapidly changing world, traditional assumptions about stable travel demand, linear digital search, human-centered service encounters, and predictable mobility patterns are being challenged by sustainability pressures, artificial intelligence, geopolitical disruption, digital transformation, labour shortages, and shifting consumer expectations.

This Special Issue invites conceptual and empirical research that reimagines global hospitality and tourism marketing as a field concerned not only with promotion and demand generation, but also with legitimacy, resilience, governance, cross-border value co-creation, sustainability, digital mediation, and the tension between standardization and local authenticity.

The issue seeks theoretically novel and practically relevant contributions that advance global marketing, consumer behavior, service research, tourism, hospitality, and related fields.

𝗧𝗼𝗽𝗶𝗰𝘀 𝗼𝗳 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁

Submissions may address, but are not limited to:

• Sustainability, regenerative tourism, and community legitimacy
• ESG signals, greenwashing, consumer trust, and booking intention
• Artificial intelligence in destination discovery, travel planning, and booking decisions
• AI-mediated service encounters, brand visibility, and algorithmic trust
• Augmented reality, virtual reality, and immersive pre-consumption experiences
• Platform ecosystems, conversational interfaces, and digital intermediaries
• Geopolitical shocks, crisis communication, destination trust, and resilience
• Workations, digital nomadism, hybrid mobility, and extended-stay service design
• Personalization, privacy, disclosure, and data governance across countries
• Resident wellbeing, host-community engagement, and destination legitimacy
• Labour shortages, employer branding, service delivery capacity, and brand promise
• Cross-cultural value co-creation in hospitality and tourism services
• Standardization-local authenticity tensions in global hospitality and tourism marketing
• Multi-country, multi-method, and multi-study research in tourism and hospitality marketing

𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲 𝗙𝗼𝗰𝘂𝘀

This Special Issue focuses on how global hospitality and tourism marketing can be reimagined in response to technological, social, economic, environmental, and geopolitical change. It encourages research that goes beyond treating hospitality and tourism as empirical settings and instead uses these sectors to advance theory in global marketing, consumer culture, service research, resilience, legitimacy, governance, and cross-border value creation.

Submissions that offer strong theoretical foundations, clear methodological rigor, and practical implications for global hospitality and tourism stakeholders are especially encouraged.

𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀

• Submission opens: 30 April 2026
• Manuscript submission deadline: 31 March 2027
• Review process: Double-blind review on a rolling basis
• Authors should select the Special Issue title during submission.
• Conceptual papers, theory-building essays, systematic reviews, interviews, ethnography, netnography, surveys, experiments, field experiments, archival studies, platform data analyses, mixed-method studies, and multi-study papers are welcome.
• Field-data partnerships with firms, platforms, destinations, airlines, hotels, restaurants, cruise operators, and public agencies are especially encouraged.
• Priority may be given to multi-country, multi-method, and multi-study submissions in the event of a large submission volume.

𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲 𝗘𝗱𝗶𝘁𝗼𝗿𝘀

Chompoonut Suttikun
Khon Kaen Business School, Thailand
Email: chomsu@kku.ac.th

Patcharaporn Mahasuweerachai
Khon Kaen Business School, Thailand
Email: patchaporn@kku.ac.th

𝗣𝗼𝘀𝘁𝗲𝗱 𝗼𝗻 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝗦𝗲𝘁𝘂 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰𝘀 — 𝗣𝗿𝗲𝗺𝗶𝗲𝗿 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗳𝗼𝗿 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻

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