Emerging trends and developments in the latest issue of the Journal of Tourism Futures

In the latest issue of the journal, we explore different dimensions of the future whether they are hopeful, surprising or imaginative. The purpose of the Journal of Tourism Futures is to disseminate the latest thinking about the future. Preko study about the future of youth tourism explores push-pull motives and behavioural intentions of youth tourists and how these provide the foundation for the planning and development of Ghana’s tourism future. Since youth tourism (YT) is regarded as a niche market globally, the purpose of this paper is to identify the prospects of this form of tourism in a developing nation.

The Future of Branding

Rai and colleagues paper tests the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies.

The Lessons of Sustainability

Heslinga and colleagues paper proposes lessons learned on how innovation can help facilitate sustainable tourism in regions. Sustainable tourism is a promising concept for a resilient future of tourism destinations, however, its practical implication remains a challenge. The paper highlights a future proof region, a strategic vision and leadership are needed, close collaboration between stakeholders is crucial and the tourism financing system needs to be fair. Also, we found that seasonal extension can reduce the vulnerability of a destination and that using resources sustainably and in a circular way can help benefit sustainable tourism. Finally, we observed that when keeping up with future changes the job is never done: once a front runner is no guarantee to remain a front runner. Therefore, from a futures perspective, this means that continuous innovation is needed. 


Singh and Pallavi explore the applicability of the technology acceptance model (TAM) to explain the widespread acceptance and usage of social media (SM) for travel purposes by Indian outbound leisure travellers during their travel cycle. Whereas Shafiq’s paper use’s SERVQUAL to measure Generation Y’s (Gen Y) perceived service quality and its effects on their satisfaction toward the Malaysian hotel industry. Ghalehkhondabi’s paper reviews current literature in the field of tourism demand forecasting concluding that a significant increase in the development of hybrid methods can be observed.