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CITBA Flagships Asian Tourism: Market Trends and Intelligent Futures

Asian Tourism: Market Trends and Intelligent Futures

Tourists in gardens

In the twenty-first century, the Asia Pacific region has emerged both as a prominent source market for international tourists and a compelling destination for inbound travellers. The markets are, however, dynamic and evolving as the demographics of the key source countries shift, technology alters the
experiential landscape, and sustainability and health issues demand ever-increasing attention.

The researchers in this flagship program bring international acumen from across the Asia Pacific region to assess and interpret the trends and issues confronting tourism and hospitality interests. Questions at the forefront of the investigation include:

  • What are the growing tourism markets that can contribute to the sustainable development of the region?
  • What products can help ensure a resilient tourism and hospitality sector?
  • What are the talent and skills requirements for the future workforce in tourism and hospitality?
  • What are the factors that sustain destinations and build resilience in the face of disruptive forces, such as natural disasters and human activities?

Across the Asia Pacific region, the development of tourism has been perceived as potentially valuable for a range of sustainable development goals. United Nations specifically identified tourism as a means to contribute to the following Sustainable development goals: SDG8 Decent Work and Economic Growth,
SDG12 Responsible Consumption and Production and SDG14 Life Below Water. In addition, tourism can help alleviate poverty (SDG1), foster innovation (SDG9), build cultural bridges across communities (SDGs 11,16 and 17) and stimulate conservation (SDGs 13,14, and 15).

Sustainable goals infographic.

Such possibilities are set against potential and real damage to settings and societies, thus demanding quality research to forge options and directions for good, evidence-based management and leadership. Members of the Tourism flagship group, through their research and internal and external partnerships,
build knowledge of the evolving markets, products and sustainability concerns to assist governments, communities and businesses. There is a strong tie to the James Cook University Tropical Agenda in terms of the needs for building brighter futures for many tropical communities in the Asia Pacific and

The flagship has three major objectives:

  1. Exploring new and evolving tourism markets that can contribute to sustainability.
  2. Investigating innovation in tourism and hospitality products and experiences that can help ensure the resilience of the sector, including due to natural and human-made disasters.
  3. Examining the talent and skills requirements for the future workforce in tourism and hospitality
  1. Rural, Agriculture & Aquaculture tourism (Dr Zohre Mohammadi)
  2. Health & Wellness Tourism (Dr Jenny Panchal)
  3. Muslim Tourism and the emerging markets (Dr Hera Oktadiana)
  4. Social Media Destination Marketing (Dr Tingzhen Chen)
  5. Socio-cultural and ethical issues in tourism (Dr Denis Tolkach)
  6. Tourism and hospitality workforce and employability (Dr Janice Scarinci)
  7. Tourism’s contribution to social capital & social cohesion (Dr Zilmiyah Kamble)
  8. Volunteer workforce at heritage attractions and establishments (A/Prof Josephine Pryce)

Oktadiana, H., & Pearce, P. L. (2018). ASEAN tourism slogans: Assessing emotional distinctiveness through lexical database analysis. CAUTHE 2018: Get Smart: Paradoxes and Possibilities in Tourism, Hospitality and Events Education and Research. University of Newcastle.

Oktadiana, H., & Pearce, P. L. (2018). Motivated Muslims: Exploring Travel Career Patterns Among Indonesian Tourists. In E. Yang, J. Lee, C. Khoo-Lattimore (Eds.)  Asian Cultures and Contemporary Tourism (pp. 101-119). Springer, Singapore.

Oktadiana, H., Pearce, P. L., & Mohammadi, Z. (2020). Special dietary requirements: Restaurant sector responses across six tourist cities. International Journal of Tourism Research.

Pearce, P. L., & Mohammadi, Z. (2019). Savouring Persian Travel: Analysing Tourists’ Memories. In A. Correia,  M. Kozak,  & A. I. Rodrigues (Eds.) Experiencing Persian Heritage. (pp. 83-102). Bingley Emerald Publishing Limited.

Pearce, P. L., & Oktadiana, H. (Eds.)  (2020). Delivering Tourism Intelligence From Analysis to Action. Bingley: Emerald.

Pryce J. & Pryce H. (2018). Utilising collaborative autoethnography in exploring affinity tourism: insights from experiences in the field at Gardens by the Bay. In: Asian Qualitative Research in Tourism: Ontologies, Epistemologies, Methodologies, and Methods. Perspectives on Asian Tourism. pp. 205-219.