Tourism and marketing: Interdisciplinary studies

The tourism industry is complex with a wide variety of stakeholders and interacts with other domains (Jiang et al., 2025). This calls for an interdisciplinary approach in tourism research, which helps deepen the understanding of the tourism consumption journey and tourism business models (Jiang, Wen, et al., 2022a; Liu et al., 2022; Wen, Wang, Kozak, Liu, & Hou, 2021b). The combination of tourism and marketing offers a chance for scholars and practitioners to obtain a better understanding of visitors’ perceptions, feelings, and actions. This synergy also enables more effective strategies to attract visitors and meet their needs, thus contributing to the welfare of society and the economy.