Calls for papers


International Journal of Leisure and Tourism Marketing
International Journal of Leisure and Tourism Marketing


Special Issue on: "Destination Branding in Emerging Markets"

Dr. Kamal Ghose, Lincoln University, New Zealand

Emerging markets such as Brazil, Russia, India and China along with other nations are witnessing a rise in the number of tourism destination brands which present great potential. Apart from the regular tourists visiting a destination, some of the varied niches such as medical tourism, adventure tourism, genealogy tourism, religious tourism, battlefield tourism, wine tourism, rural and NGO tourism are attracting new segments to these emerging markets.

In spite of the huge potential, these emerging nascent brands live in a delicate world that can easily be shattered and brand dreams decimated. The ever-increasing omnipresent carbon footprint question or reporting of negative customer experiences in the media are just two of the many factors that contribute to this vulnerability.

We welcome case studies and research papers that would help brands to learn how to tackle these issues and the questions posed in the following section. Topics are not limited to these questions and any relevant area of tourism marketing and branding is welcome. Innovative tourism experiences, tourism-related storytelling through social media and marketing strategies involving the use of stories narratives are welcome topics.

We are looking for two types of papers: academic papers with strong academic support, and applied papers with empirical support. The objective of the issue is to provide all participants with an opportunity to explore a topic of their interest and communicate with other participants involved in that specific topic.

Subject Coverage
Suitable topics include but are not limited to:

  • How do digital and social media affect the growth of such brands in emerging markets?
  • How effectively can the 7 Ps of marketing be applied?
  • Are the characteristics of consumers in these segments and niches different from those of generic tourism consumers?
  • How are these segments identified?
  • What are the priorities for customers in these segments?
  • What can we learn from established and mature markets?
  • What should be the identity of these nascent brands and how should the brands be positioned?

Notes for Prospective Authors

Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere. (N.B. Conference papers may only be submitted if the paper was not originally copyrighted and if it has been completely re-written).

All papers are refereed through a peer review process. A guide for authors, sample copies and other relevant information for submitting papers are available on the Author Guidelines page.

Important Dates

Submission deadline: 31 October, 2012

Notification of decision: 31 December, 2012