Nueva llamada a autores n.º 234

Posted on 2026-06-19

TOURISM DISTRIBUTION AND INTERMEDIATION: INTELLIGENCE, GOVERNANCE AND SUSTAINABILITY IN A TRANSFORMING SECTOR

We are delighted to announce that ‘Estudios Turísticos’, Spain’s longest-running journal dedicated to tourism research, will be devoting a special issue to ‘Tourism Distribution’, due to be published in December 2027. We would be delighted to feature your work in this special issue.

The tourism sector is undergoing one of the most profound transformations in its history. The emergence of generative and agentic artificial intelligence is redefining not only search and booking channels but also the very nature of the tourism intermediary. Platforms such as eDreams already enable users to design and book trips through conversations with AI agents; traditional search engines are losing ground to new forms of AI-assisted search (AIO, AEO); and the standardisation of connectivity via the Model Context Protocol (MCP) is paving the way for AI agents to check availability, compare prices and complete bookings directly with providers, bypassing traditional interfaces. At the same time, subscription models (such as eDreams ODIGEO’s or the "Prime" schemes of major platforms) are challenging the classic transactional logic of intermediation, fostering new loyalty relationships and redistributing value across the supply chain.

Hotel operators face the challenge of maintaining visibility and relevance in increasingly algorithm-driven environments, while corporate consolidation and the destabilisation of global markets due to geopolitical conflicts are reshaping the balance of power among intermediaries, providers and travellers.

Against this backdrop, research into tourism distribution must incorporate perspectives that go beyond channel analysis. These include the intelligent and participatory governance of distribution ecosystems; the sustainability (social, environmental and economic) of intermediation models; accessibility and inclusion regarding access to digital tourism offerings; and the role of data as strategic infrastructure for destinations, businesses and communities.

Thematic areas

We invite submissions of original theoretical and empirical papers addressing, among others, the following topics:

  1. Artificial intelligence, autonomous agents and new distribution protocols

Generative and agentic AI are reshaping the tourism customer journey - from inspiration to booking - while the emergence of the Model Context Protocol (MCP) is laying the groundwork for radically disintermediated distribution. Contributions on the following topics will be considered:

  • AI agents as new tourism intermediaries: implications for OTAs, traditional agencies and suppliers.
  • Model Context Protocol (MCP) and its impact on distribution architecture: direct connectivity between AI agents and booking systems.
  • Visibility and relevance in AI-driven search environments (AIO, AEO): strategies for destinations and accommodation providers.
  • Conversational AI applied to travel design, personalisation and booking.
  • Biases, misrepresentations and equity in AI-generated tourism recommendations.
  • The impact of agentic AI on Web 3.0 and autonomous traveller behaviour.

 

  1. Emerging business models in tourism intermediation

Traditional transactional logic is being challenged by models that redefine the relationship between the intermediary and the traveller. Papers addressing the following topics will be considered:

  • Subscription models in tourism intermediation: loyalty, value proposition and margin redistribution across the value chain.
  • Subscription platforms versus transactional models: impact on traveller behaviour and the competitiveness of agencies and OTAs.
  • New monetisation models for metasearch engines, aggregators and travel platforms.
  • Direct sales and disintermediation strategies in accommodation, transport and experiences.
  • Corporate concentration and its effects on competitiveness, supply diversity and sector resilience.
  1. Digital governance and platform regulation

The concentration of distribution power within a few global platforms poses governance challenges at local, regional and national levels. Papers addressing the following topics will be considered:

  • Power dynamics between OTAs, metasearch engines, suppliers and destinations in the age of AI.
  • Regulation of digital tourism distribution platforms: a comparative analysis of regulatory frameworks.
  • Collaborative and participatory governance in tourism distribution ecosystems.
  • Tourism distribution amidst crises or geopolitical instability: channel resilience and adaptation.
  • Price parity, algorithmic transparency and consumer protection in AI-driven distribution environments.
  1. Sustainability, inclusion and the social impact of distribution

Distribution is not neutral: its models determine which destinations are visible, which travellers have access, and which providers capture value. We invite submissions on:

  • Carbon footprint and environmental sustainability of digital distribution and booking systems.
  • Distribution as a lever for reducing seasonality: the role of bookings in demand management (shoulder season, "coolcation").
  • Inclusion and accessibility regarding digital access to tourism offerings: barriers and opportunities.
  • Local tourism, local distribution and impact on host communities.
  • Platform economy, employment and working conditions in the intermediation sector.
  1. Data, tourism intelligence and strategy in tourist destinations and businesses

Data has become the key strategic asset in the tourism sector. Research on the following topics will be considered:

  • Tourism intelligence applied to distribution management in Smart Tourist Destinations.
  • Revenue management and dynamic pricing in an environment driven by AI and subscription models.
  • Big Data analysis to understand traveller behaviour across digital channels.
  • Connectivity technology platforms (channel managers, PMS, GDS, MCP servers): evolution and innovation.
  • Destination representation in AI systems: linguistic, cultural and geographic biases.

 

 

  1. Tourism demand and consumer behaviour in digital environments
    The evolution of tourism demand and consumer behaviour is increasingly shaped by digitalisation, algorithmic personalisation and the influence of new platforms for search, inspiration and booking. Contributions on the following topics will be considered:
  • The influence of TikTok, Instagram and YouTube on travel inspiration and booking.
  • Tourism influenced by content creators and influencers.
  • Social commerce and tourism bookings via social media.
  • Customer service automation using chatbots and AI agents.
  • Online reputation, reviews and digital trust.
  • Misinformation, AI hallucinations and the quality of tourism information.
  • Attention economy and destination visibility on digital platforms.
  • Algorithmic personalisation and demand segmentation.
  • Ethics, privacy and data use on tourism platforms.
  • New ways of searching for and discovering tourism products in conversational environments.

 

References

Blanco-Moreno S, González-Fernández AM, and Muñoz-Gallego PA (2024). Big data in tourism marketing: past research and future opportunities. Spanish Journal of Marketing - ESIC, 28(3), 266–286, https://doi.org/10.1108/SJME-06-2022-0134

Bulchand-Gidumal, J., William Secin, E., O’Connor, P., & Buhalis, D. (2024). Artificial intelligence’s impact on hospitality and tourism marketing: exploring key themes and addressing challenges. Current Issues in Tourism, 27(14), 2345–2362. https://doi.org/10.1080/13683500.2023.2229480

Carvalho I, Ivanov S (2024). ChatGPT for tourism: applications, benefits and risks. Tourism Review, 79(2), 290–303, https://doi.org/10.1108/TR-02-2023-0088

Fernández-Villarán, A. and Cuenca, M. (2023). Innovación en los ecosistemas de distribución turística: el papel de los intermediaries y nuevos agentes. (Innovation in tourism distribution ecosystems: the role of intermediaries and new agents). Journal of Tourism Analysis (JTA), 30(2). https://doi.org/10.53596/v1zyzt16

Fernández-Villarán A, Rivera García J, and Pastor-Ruiz R (2025). Tourism in a warming world: understanding the coolcation trend in Northern Europe. Competitiveness Review, https://doi.org/10.1108/CR-03-2025-0078

Luu, N. T. M., Pham, T. H., Siriwardana, A., Nguyen, L. C. and Tran, D. L. A. (2025). A Bibliometric Review of Digitalization in Tourism Supply Chains in the Context of Industry 4.0. Strategic Change 34(4), 577–595. https://doi.org/10.1002/jsc.2639.

Rejón-Guardia, F.,Molinillo, S. and Anaya-Sánchez, R. (2026). AI Hallucinations in Tourism: How Errors Impact Consumer Trust and Recommendation Acceptance. Journal of Consumer Behaviour 25 (2), 923–938. https://doi.org/10.1002/cb.70105.

 

 

 

Types of contribution

The journal accepts two types of contribution:

  • Research articles: original theoretical or empirical papers with a length of 10,000 words.
  • Case studies and essays: contributions with an applied or reflective focus, of 5,000 words in length.

This issue will publish between 6 and 9 papers. All articles will undergo an external peer-review process using a double-blind system to ensure the scientific quality of the issue.

Submission of contributions

Those interested should submit an extended abstract of their proposal (max. 500 words) by 1 February 2027. The editorial team will notify authors of the decision to accept or reject their submission by 15 February 2027.

All documents must be submitted via  the journal's website, where submission guidelines can also be found. We look forward to receiving your contributions and collaborating in the creation of knowledge that drives the efficient implementation of digital processes.

We welcome original, unpublished academic contributions from any scientific discipline that help deepen our understanding of tourism distribution during this period of rapid transformation. We look forward to receiving your proposals.

Kind regards,

Asunción Fernández-Villarán Ara

University of Deusto

Guest editor