The recent Asian wave in tourism research: The case of the Journal of Travel & Tourism Marketing

Abstract

This paper presents the findings of a review of research papers that were published in the <i>Journal of Travel & Tourism Marketing</i> from January 2011 to December 2013. Content analysis was used to analyze 159 research papers. The results revealed that, out of the eight research areas identified, consumer behavior, brand management, and e-marketing are the three most popular research topics among studies that collected data from Asian and non-Asian countries/regions. One notable exception is that research related to demand models and pricing seems to be dominated by research in Asian countries/regions. The study concludes with a general discussion of the implications, trends in tourism marketing research, and study limitations.