Changing tourism behaviour in Asia: a framework for inquiry and analysis

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PurposeThis paper sets the foundation for the special issue of WHATT, focusing on the dynamic shifts in Asian tourism. It delineates the process of formulating key research questions that capture the essence of evolving tourist behaviours in Asia, driven by technological advancements, shifting preferences, and the impact of global events.Design/methodology/approachUtilising a comprehensive review of existing literature and recent studies, the paper synthesises key themes and emerging trends in Asian tourism. This synthesis informed the development of pertinent research questions to guide contributors in exploring the multifaceted nature of changing tourist behaviours in Asia.FindingsThe paper identifies several notable trends shaping tourism in Asia, including the rise of digitalisation, independent travel, sustainability, cultural and adventure tourism, medical tourism, and experience-based tourism. These trends underscore the need for adaptive strategies and innovative approaches in the tourism industry.Practical implicationsThe key research questions and identified trends offer a roadmap for academics and practitioners to investigate the evolving landscape of Asian tourism. The paper recommends a multidisciplinary approach to researching and addressing these trends, emphasising the need for sustainable, inclusive, and technology-driven strategies. The insights gained from this thematic exploration can aid in shaping policies and practices that align with the changing preferences and behaviours of Asian tourists. The findings are pertinent to policymakers, tourism industry professionals, academic researchers, and destination marketing organisations.Originality/valueThis paper contributes to the field by systematically identifying and framing the critical research areas essential for understanding and responding to the changing dynamics of Asian tourism.