Toward an Agenda of High-Priority Tourism Research

The Travel and Tourism Research Association (TTRA) creates networking opportunities to share perspectives on research issues related to the planning and marketing of travel and tourism. While its publications offer numerous suggestions for case- and context-specific research, rarely have attempts been made to develop a membership-wide agenda of priority topics. In an age of increasing resource scarcity and calls for accountability, the need for such an agenda is growing. This study prioritizes management- and method-related research topics deemed by TTRA members to be critical to travel and tourism decision makers over the next decade. It describes the member-based process used to establish these priorities, and suggests specific directions for investigations associated with each of them. It calls for greater dialogue around the relative priority placed on these topics by practitioners and academics within TTRA, as well as extending the discussion to other influential industry and professional travel and tourism organizations.