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Journal of Vacation Marketing

Journal of Vacation Marketing

An International Journal for the Tourism and Hospitality Industries

eISSN: 14791870 | ISSN: 13567667 | Current volume: 30 | Current issue: 2 Frequency: Quarterly

The Journal of Vacation Marketing (JVM) seeks to provide academics and practitioners with rigorous, empirical and applied research to further our understanding of the marketing of tourism and tourist behaviour.

The focus of JVM is on enhancing our understanding of tourist consumer behavior and the marketing of tourism destinations, attractions and related tourism services. JVM publishes state-of-the-art papers that offer a considerable contribution to knowledge with an applied marketing perspective. The Editorial Board not only welcomes quantitative, qualitative and mixed method papers but also those that use novel and new methodologies. JVM not only seeks to contribute to the development of knowledge and theory, but also their application to practice.

Founded in 1994, JVM has been recognised as a leading peer-reviewed international research journal. JVM is indexed in Clarivate Analytics Social Sciences Citation Index and Scopus. It is recognised as an A journal (Top 20%) by the Australian Business Deans Council and a Q1 Journal (Top 25%) according to the Shimago Journal and Country Rank.

The Journal of Vacation Marketing (JVM) is a double-blind, peer-reviewed international journal that publishes original research papers on topics relating to the marketing of destinations and businesses/organisations involved in the broader tourism industry.

The aim of JVM is to provide a forum for the publication of academic papers that make a solid contribution to knowledge and practice to extend our understanding of how to optimise the marketing and promotion of tourism related industries. JVM also prioritises quality research submissions comprising knowledge and/or theoretical developments that deepen our understanding of tourist behaviour within a tourism marketing context.

JVM’s target audiences include tourism academics and tourism marketing practitioners from around the globe. It is therefore essential that the research we publish provides valuable and relevant implications for both knowledge and practice. JVM strives to maintain its unique position as a journal that publishes impactful research that is perceived by tourism practitioners from industry and government sectors as informative and useful.

JVM is open to manuscript submissions that explore tourist behaviour and tourism marketing related research across a range of study areas including but not limited to:

  • Tourist choice behaviour and decision making
  • Digital marketing strategies – including the use of Virtual and Augmented Reality
  • Tourist use and engagement with emerging digital technologies
  • The role and influence of social media
  • Artificial Intelligence and its implications for tourism marketing and tourist behaviour
  • Behaviour of current and future tourist generations and those from under researched regions and markets
  • Destination image management and branding related studies from both an external and internal marketing perspective
  • Marketing and pro-environmental tourist behaviour
  • Tourist behaviour in response to uncontrollable externalities (crises, disasters, travel disruptions, war and political unrest, etc)
  • Innovative research methods that enhance our understanding of tourist behaviour and effective marketing practices (e.g. research using big data, biosensor technology, eye tracking, AR/VR/MR/XR simulations)

JVM welcomes the application of theories, models and concepts from within and outside of the tourism literature to broaden our knowledge of tourist behaviour and effective tourism marketing practices. Authors should also note that novel and unique knowledge contributions may surpass the necessity and importance of theoretical implications.

Case Study Research

JVM will consider Case Study research that provides insight into the cultural and destination specific nuances that extend our understanding of the theoretical concepts and frameworks relevant to tourism marketing. It is important however that authors understand that such distinguishing traits cannot be identified via a single data source. It is an expectation of JVM that Case Study submissions report multiple perspectives using a variety of information sources. Sources might include data collected from both interviews and surveys, secondary documentation, observation and field work. Data from one source (i.e. questionnaires) evaluated via one method of analysis (i.e. SEM), regardless of the uniqueness of the context under study, will not meet the standards we require of a case study approach.

Gabby Walters University of Queensland, Australia
Associate Editor
Ying Wang Hong Kong Polytechnic University, Hong Kong
Assistant Editor
Truc Le Griffith University, Australia
Editor Emeritus
J S Perry Hobson Breda University of Applied Sciences, Netherlands
Editorial Board
Dung Le (Jenny) Vin University, Vietnam
Albert G Assaf University of Massachusetts Amherst, USA
Eli Avraham University of Haifa, Israel
Robin M. Back University of Central Florida, USA
David Beirman University of Technology Sydney, Australia
Pierre Benckendorff University of Queensland, Australia
Kenneth Butcher Mae Fah Luang University, Thailand
Mingming Chen Curtin University, Australia
Monica Chien The University of Queensland, Australia
Rosa Codina-Sotomayor Oxford Brookes University, UK
Carmen Cox Bond University, Australia
James Crick Leicester University, UK
Daphne Dekker Hotelschool The Hague, Netherlands
Frederic Dimanche Toronto Metropolitan University, Canada
María Del Carmen Domínguez Falcón Universidad de Las palmas de Gran Canaria, Spain
Johan Edelheim University of Hokkaido, Japan
Sebastian Filep Hong Kong Polytechnic University, SAR-China
Lawrence Fong University of Macau, SAR-China
Isabelle V Frochot Universite de Savoie, France
Carlos García-Rosell University of Lapland, Lapland
Desiderio Juan Garcia Almeida Universidad de Las palmas de Gran Canaria, Spain
Jose-Carlos Garcia-Rosell University of Oulu, Finland
Sarah Gardiner Griffith University, Australia
Edmund Goh Edith Cowan University, Australia
Mireia Guix University of Queensland, Australia
Rob Hallak University of South Australia, Australia
Anne-Marie Hede Victoria University, Australia
FuChieh Hsu National United University, Taiwan
Rong Huang University of Plymouth
Philippa Hunter-Jones University of Liverpool, UK
Johye Hwang Kyung Hee University, Korea
Xin Jin Griffith University, Australia
Marion Joppe University of Guelph, Canada
Grzegorz Kapuscinski Oxford Brookes University, UK
Hyun Jeong (Jenny) Kim Washington State University, USA
Jungkeun Kim Auckland University of Technology, New Zealand
Brian King Texas A&M University, USA
Felix Kolbeck Hochschule Munchen, Germany
Raija Komppula University of Eastern Finland, Finland
Anna Kralj Griffith University, Australia
Rob Law University of Macau, SAR-China
Andy Lee University of Queensland , Australia
Cindy Lee Torrens University, Australia
Young-Sook Lee UiT The Artic Univeristy of Norwary, Norway
Soey Sut Ieng Lei University of Macau, China
Michael Lever Fairleigh Dickinson University, Canada
Clifford Lewis Charles Sturt University, Australia
Shanshi Li Xiamen University, SAR-China
Stephen W. Litvin College of Charleston, USA
Patrick Logeherel University of Angers, France
Beatrice P.T. Loo Xiamen University Malaysia
Peter Lugosi Oxford Brookes University, UK
Vincent P. Magnini Longwood University, USA
Thomas Magor University of Queensland , Australia
Glenn McCartney University of Macau, SAR-China
Fang Meng University of South Carolina, USA
Ji Mingie Oxford Brookes University, UK
Alastair Morrison University of Greenwich, UK
Paolo Mura Zayed University, UAE
Birgit Muskat Australian National University, Australia
Matthias Muskat University of Canberra, Australia
Rawan Nimri Griffith University, Australia
Margarida Abreu Novais Griffith University, Australia
Hossein Olya Sheffield University Management School, UK
Linda Osti Free University of Boltzano, Italy
Anja Pabel James Cook University, Australia
Ioannis S. Pantelidis Ulster University
Sun-Young Park University of San Francisco, USA
Helen Perkins Griffith University, Australia
Josephine Previte University of Queensland, Australia
Bruce Prideaux Central Queensland University, Australia
S. Mostafa Rasoolimanesh Taylor’s University, Malaysia
Tareq Rasul Department of Marketing, Australian Institute of Business (AIB), Australia
Yvette Reisinger Gulf University for Science and Technology, Kuwait
Scott Richardson Higher Education Leadership Institute, Australia
Maria Ryan Edith Cowan University, Australia
Noel Scott Griffith University, Australia
Richard Shipway Bournemouth University, UK
Marianna Sigala University of New Castle, Australia
Karen A. Smith Victoria University of Wellington, New Zealand
Amy So University of Macau, SAR-China
Kevin So Oklahoma State University, USA
Hanqun Song University of Essex, United Kingdom
Huimin Song(Jenny) Huqqiao University, China
Effie Steriopoulos William Angliss Institute, Australia
Erose Sthapit Manchester Metropolitan University, UK
Ya-Yen Sun University of Queensland, Australia
Mark Teoh University of Canberra, Australia
Aaron Tham University of the Sunshine Coast, Australia
Aaron Tkaczynski University of Queensland, Australia
Tony Tse Hong Kong Polytechnic University, SAR-China
Randall Upchurch Rosen School of Hospitality Management, Orlando, USA
Robert Van der veen Oxford Brookes University, UK
Oscar Vorobjovas-Pinta University of Tasmania, Australia
Andrew Walls San Francisco State University, USA
Liang Wang Zhejiang University, SAR-China
Suosheng Wang Indiana University-Purdue University Indianapolis, USA
Erica Wilson Southern Cross University, Australia
IpKin Anthony Wong Macao Institute for Tourism Studies, SAR-China
Jose (WengChou) Wong Macau University of Science and Technology SAR-China
Isabella Ye University of Greenwich, UK
Liang Larry Yu George Washington University, USA
Zara Zarezadeh University of Queensland, Australia
Anita Zehrer MCI Management Center, Austria
Elisa Zentfeld Federation University, Australia
Hanqin Qiu Zhang Nankai University, China
  • Business Source Corporate
  • Business Source Premier
  • Clarivate Analytics: Social Sciences Citation Index (SSCI)
  • Hospitality & Tourism Index
  • Scopus
  • Manuscript Submission Guidelines: Journal of Vacation Marketing

    This Journal is a member of the Committee on Publication Ethics.

    Please read the guidelines below then visit the Journal’s submission site to upload your manuscript. Please note that manuscripts not conforming to these guidelines may be returned.

    Only manuscripts of sufficient quality that meet the aims and scope of Journal of Vacation Marketing will be reviewed.

    There are no fees payable to submit or publish in this Journal. Open Access options are available - see section 3.3 below.

    As part of the submission process you will be required to warrant that you are submitting your original work, that you have the rights in the work, and that you have obtained and can supply all necessary permissions for the reproduction of any copyright works not owned by you, that you are submitting the work for first publication in the Journal and that it is not being considered for publication elsewhere and has not already been published elsewhere. Please see our guidelines on prior publication and note that Journal of Vacation Marketing may accept submissions of papers that have been posted on pre-print servers; please alert the Editorial Office when submitting (contact details are at the end of these guidelines) and include the DOI for the preprint in the designated field in the manuscript submission system. Authors should not post an updated version of their paper on the preprint server while it is being peer reviewed for possible publication in the journal. If the article is accepted for publication, the author may re-use their work according to the journal's author archiving policy. If your paper is accepted, you must include a link on your preprint to the final version of your paper.

    1. What do we publish?
      1.1 Aims & Scope
      1.2 Article types
      1.3 Writing your paper
    2. Editorial policies
      2.1 Peer review policy
      2.2 Authorship
      2.3 Acknowledgements
      2.4 Funding
      2.5 Declaration of conflicting interests
      2.6 Research ethics and patient consent
    3. Publishing policies
      3.1 Publication ethics
      3.2 Contributor's publishing agreement
      3.3 Open access and author archiving
    4. Preparing your manuscript
      4.1 Formatting
      4.2 Artwork, figures and other graphics
      4.3 Supplemental material
      4.4 Reference style
      4.5 English language editing services
    5. Submitting your manuscript
      5.1 ORCID
      5.2 Information required for completing your submission
      5.3 Permissions
    6. On acceptance and publication
      6.1 Sage Production
      6.2 Online First publication
      6.3 Access to your published article
      6.4 Promoting your article
    7. Further information

    1. What do we publish?

    1.1 Aims & Scope

    Before submitting your manuscript to Journal of Vacation Marketing, please ensure you have read the Aims & Scope

    1.2 Article Types

    The Editor and Editorial Board welcome the following types of research papers:

    1. Academic Papers - applied marketing papers that offer more generalisable findings. These papers are aimed not only written for academics and researchers, but need to also contain insights for industry practitioners and other relevant stakeholders and organisations.
    2. Case Studies- that focus on the marketing issues, problems and solutions facing a specific industry context and/or geographic location

    Full papers are generally restricted to a maximum of 8,000 words, and allow a leeway of </> 10% and revised submissions of 9000 words and allow a leeway of </> 10%, including all elements (title page, abstract, notes, references, tables, biographical statement, etc.). We are reluctant to burden our referees with very long manuscripts. Authors who suspect that their articles will have to be cut anyway should make the required deletions before submitting.

    1.3 Writing your paper

    The Sage Author Gateway has some general advice and on how to get published, plus links to further resources. Sage Author Services also offers authors a variety of ways to improve and enhance their article including English language editing, plagiarism detection, and video abstract and infographic preparation.

    1.3.1 Make your article discoverable

    When writing up your paper, think about how you can make it discoverable. The title, keywords and abstract are key to ensuring readers find your article through search engines such as Google. For information and guidance on how best to title your article, write your abstract and select your keywords, have a look at this page on the Gateway: How to Help Readers Find Your Article Online.

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    2. Editorial policies

    2.1 Peer review policy

    Sage does not permit the use of author-suggested (recommended) reviewers at any stage of the submission process, be that through the web-based submission system or other communication. Reviewers should be experts in their fields and should be able to provide an objective assessment of the manuscript. Our policy is that reviewers should not be assigned to a paper if:

    •  The reviewer is based at the same institution as any of the co-authors

    •  The reviewer is based at the funding body of the paper

    •  The author has recommended the reviewer

    •  The reviewer has provided a personal (e.g. Gmail/Yahoo/Hotmail) email account and an institutional email account cannot be found after performing a basic Google search (name, department and institution). 

    2.2 Authorship

    All parties who have made a substantive contribution to the article should be listed as authors. Principal authorship, authorship order, and other publication credits should be based on the relative scientific or professional contributions of the individuals involved, regardless of their status. A student is usually listed as principal author on any multiple-authored publication that substantially derives from the student’s dissertation or thesis.

    Please note that AI chatbots, for example ChatGPT, should not be listed as authors. For more information see the policy on Use of ChatGPT and generative AI tools.

    2.3 Acknowledgements

    All contributors who do not meet the criteria for authorship should be listed in an Acknowledgements section. Examples of those who might be acknowledged include a person who provided purely technical help, or a department chair who provided only general support.

    2.3.1 Third party submissions

    Where an individual who is not listed as an author submits a manuscript on behalf of the author(s), a statement must be included in the Acknowledgements section of the manuscript and in the accompanying cover letter. The statements must:

    • Disclose this type of editorial assistance – including the individual’s name, company and level of input
    • Identify any entities that paid for this assistance
    • Confirm that the listed authors have authorized the submission of their manuscript via third party and approved any statements or declarations, e.g. conflicting interests, funding, etc.

    Where appropriate, Sage reserves the right to deny consideration to manuscripts submitted by a third party rather than by the authors themselves.

    2.3.2 Writing assistance

    Individuals who provided writing assistance, e.g. from a specialist communications company, do not qualify as authors and so should be included in the Acknowledgements section. Authors must disclose any writing assistance – including the individual’s name, company and level of input – and identify the entity that paid for this assistance”).

    It is not necessary to disclose use of language polishing services.

    Any acknowledgements should appear first at the end of your article prior to your Declaration of Conflicting Interests (if applicable), any notes and your References.

    2.4 Funding

    Journal of Vacation Marketing requires all authors to acknowledge their funding in a consistent fashion under a separate heading. Please visit the Funding Acknowledgements page on the Sage Journal Author Gateway to confirm the format of the acknowledgment text in the event of funding, or state that: This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. 

    2.5 Declaration of conflicting interests

    Journal of Vacation Marketing encourages authors to include a declaration of any conflicting interests and recommends you review the good practice guidelines on the Sage Journal Author Gateway.

    2.6 Research ethics and patient consent

    Medical research involving human subjects must be conducted according to the World Medical Association Declaration of Helsinki.

    Submitted manuscripts should conform to the ICMJE Recommendations for the Conduct, Reporting, Editing, and Publication of Scholarly Work in Medical Journals, and all papers reporting animal and/or human studies must state in the methods section that the relevant Ethics Committee or Institutional Review Board provided (or waived) approval. Please ensure that you have provided the full name and institution of the review committee, in addition to the approval number.

    For research articles, authors are also required to state in the methods section whether participants provided informed consent and whether the consent was written or verbal.

    Information on informed consent to report individual cases or case series should be included in the manuscript text. A statement is required regarding whether written informed consent for patient information and images to be published was provided by the patient(s) or a legally authorized representative. Please do not submit the patient’s actual written informed consent with your article, as this in itself breaches the patient’s confidentiality. The Journal requests that you confirm to us, in writing, that you have obtained written informed consent but the written consent itself should be held by the authors/investigators themselves, for example in a patient’s hospital record. The confirmatory letter may be uploaded with your submission as a separate file.

    Please also refer to the ICMJE Recommendations for the Protection of Research Participants.

    2.7 Research data

    The journal is committed to facilitating openness, transparency and reproducibility of research, and has the following research data sharing policy. For more information, including FAQs please visit the Sage Research Data policy pages.

    Subject to appropriate ethical and legal considerations, authors are encouraged to:

    • share your research data in a relevant public data repository
    • include a data availability statement linking to your data. If it is not possible to share your data, we encourage you to consider using the statement to explain why it cannot be shared.
    • cite this data in your research

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    3. Publishing Policies

    3.1 Publication ethics

    Sage is committed to upholding the integrity of the academic record. We encourage authors to refer to the Committee on Publication Ethics’ International Standards for Authors and view the Publication Ethics page on the Sage Author Gateway.

    3.1.1 Plagiarism

    Journal of Vacation Marketing and Sage take issues of copyright infringement, plagiarism or other breaches of best practice in publication very seriously. We seek to protect the rights of our authors and we always investigate claims of plagiarism or misuse of published articles. Equally, we seek to protect the reputation of the journal against malpractice. Submitted articles may be checked with duplication-checking software. Where an article, for example, is found to have plagiarised other work or included third-party copyright material without permission or with insufficient acknowledgement, or where the authorship of the article is contested, we reserve the right to take action including, but not limited to: publishing an erratum or corrigendum (correction); retracting the article; taking up the matter with the head of department or dean of the author's institution and/or relevant academic bodies or societies; or taking appropriate legal action.

    3.1.2 Prior publication

    If material has been previously published it is not generally acceptable for publication in a Sage journal. However, there are certain circumstances where previously published material can be considered for publication. Please refer to the guidance on the Sage Author Gateway or if in doubt, contact the Editor at the address given below.

    3.2 Contributor's publishing agreement

    Before publication, Sage requires the author as the rights holder to sign a Journal Contributor’s Publishing Agreement. Sage’s Journal Contributor’s Publishing Agreement is an exclusive licence agreement which means that the author retains copyright in the work but grants Sage the sole and exclusive right and licence to publish for the full legal term of copyright. Exceptions may exist where an assignment of copyright is required or preferred by a proprietor other than Sage. In this case copyright in the work will be assigned from the author to the society. For more information please visit the Sage Author Gateway.

    3.3 Open access and author archiving

    Journal of Vacation Marketing offers optional open access publishing via the Sage Choice programme and Open Access agreements, where authors can publish open access either discounted or free of charge depending on the agreement with Sage. Find out if your institution is participating by visiting Open Access Agreements at Sage. For more information on Open Access publishing options at Sage please visit Sage Open Access. For information on funding body compliance, and depositing your article in repositories, please visit Sage’s Author Archiving and Re-Use Guidelines and Publishing Policies.

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    4. Preparing your manuscript for submission

    4.1 Formatting

    The preferred format for your manuscript is Word. LaTeX files are also accepted. Word and (La)Tex templates are available on the Manuscript Submission Guidelines page of our Author Gateway.

    4.2 Artwork, figures and other graphics

    For guidance on the preparation of illustrations, pictures and graphs in electronic format, please visit Sage’s Manuscript Submission Guidelines.  

    Figures supplied in colour will appear in colour online regardless of whether or not these illustrations are reproduced in colour in the printed version. For specifically requested colour reproduction in print, you will receive information regarding the costs from Sage after receipt of your accepted article.

    4.3 Supplemental material

    This journal is able to host additional materials online (e.g. datasets, podcasts, videos, images etc) alongside the full-text of the article. For more information please refer to our guidelines on submitting supplementary files.

    4.4 Reference style

    Journal of Vacation Marketing adheres to the Sage Harvard reference style. View the Sage Harvard guidelines to ensure your manuscript conforms to this reference style.

    If you use EndNote to manage references, you can download the Sage Harvard EndNote output file.

    4.5 English language editing services

    Authors seeking assistance with English language editing, translation, or figure and manuscript formatting to fit the journal’s specifications should consider using Sage Language Services. Visit Sage Language Services on our Journal Author Gateway for further information.

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    5. Submitting your manuscript

    Journal of Vacation Marketing is hosted on Sage Track, a web based online submission and peer review system powered by ScholarOne™ Manuscripts. Visit to login and submit your article online.

    IMPORTANT: Please check whether you already have an account in the system before trying to create a new one. If you have reviewed or authored for the journal in the past year it is likely that you will have had an account created.  For further guidance on submitting your manuscript online please visit ScholarOne Online Help.

    5.1 ORCID

    As part of our commitment to ensuring an ethical, transparent and fair peer review process Sage is a supporting member of ORCID, the Open Researcher and Contributor ID. ORCID provides a unique and persistent digital identifier that distinguishes researchers from every other researcher, even those who share the same name, and, through integration in key research workflows such as manuscript and grant submission, supports automated linkages between researchers and their professional activities, ensuring that their work is recognized.

    The collection of ORCID IDs from corresponding authors is now part of the submission process of this journal. If you already have an ORCID ID you will be asked to associate that to your submission during the online submission process. We also strongly encourage all co-authors to link their ORCID ID to their accounts in our online peer review platforms. It takes seconds to do: click the link when prompted, sign into your ORCID account and our systems are automatically updated. Your ORCID ID will become part of your accepted publication’s metadata, making your work attributable to you and only you. Your ORCID ID is published with your article so that fellow researchers reading your work can link to your ORCID profile and from there link to your other publications.

    If you do not already have an ORCID ID please follow this link to create one or visit our ORCID homepage to learn more.

    5.2 Information required for completing your submission

    You will be asked to provide contact details and academic affiliations for all co-authors via the submission system and identify who is to be the corresponding author. These details must match what appears on your manuscript. The affiliation listed in the manuscript should be the institution where the research was conducted. If an author has moved to a new institution since completing the research, the new affiliation can be included in a manuscript note at the end of the paper. At this stage please ensure you have included all the required statements and declarations and uploaded any additional supplementary files (including reporting guidelines where relevant).

    5.3 Permissions

    Please also ensure that you have obtained any necessary permission from copyright holders for reproducing any illustrations, tables, figures or lengthy quotations previously published elsewhere. For further information including guidance on fair dealing for criticism and review, please see the Copyright and Permissions page on the Sage Author Gateway.

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    6. On acceptance and publication

    6.1 Sage Production

    Your Sage Production Editor will keep you informed as to your article’s progress throughout the production process. Proofs will be made available to the corresponding author via our editing portal Sage Edit or by email, and corrections should be made directly or notified to us promptly. Authors are reminded to check their proofs carefully to confirm that all author information, including names, affiliations, sequence and contact details are correct, and that Funding and Conflict of Interest statements, if any, are accurate.

    6.2 Online First publication

    Online First allows final articles (completed and approved articles awaiting assignment to a future issue) to be published online prior to their inclusion in a journal issue, which significantly reduces the lead time between submission and publication. Visit the Sage Journals help page for more details, including how to cite Online First articles.

    6.3 Access to your published article

    Sage provides authors with online access to their final article.

    6.4 Promoting your article

    Publication is not the end of the process! You can help disseminate your paper and ensure it is as widely read and cited as possible. The Sage Author Gateway has numerous resources to help you promote your work. Visit the Promote Your Article page on the Gateway for tips and advice. 

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    7. Further information

    Any correspondence, queries or additional requests for information on the manuscript submission process should be sent to the Journal of Vacation Marketing editorial office as follows:

    The Managing Editor

    Individual Subscription, Print Only

    Institutional Subscription, E-access

    Institutional Backfile Purchase, E-access (Content through 1998)

    Institutional Subscription & Backfile Lease, E-access Plus Backfile (All Online Content)

    Institutional Subscription, Print Only

    Institutional Subscription, Combined (Print & E-access)

    Institutional Subscription & Backfile Lease, Combined Plus Backfile (Current Volume Print & All Online Content)

    Individual, Single Print Issue

    Institutional, Single Print Issue