Innovation Through Conceptual Research: Tips for Stoking Curiosity

ABSTRACT Conceptual research represents a critical step in the theory‐building process and contributes innovative ideas that inspire empirical studies. This feature article highlights the importance of such research in academia with examples drawn from the tourism literature. It also critically discusses issues related to publishing conceptual research in premier journals. By using a five‐dimension framework of curiosity (i.e., deprivation sensitivity, joyous exploration, social curiosity, stress tolerance, and thrill seeking), scholars can assess researchers’ conceptual topics and readers’ responses when contemplating “what's new” to gauge a paper's publication potential. Several tips are offered to guide like‐minded scholars in conducting sound conceptual research: (1) interdisciplinary work offers sterling opportunities for investigators to collaboratively address pain points in society, highlighting tourism as part of the solution; (2) writing science is an art meant to communicate insights to interested parties, and effective message delivery helps to ensure impactful research that will engage stakeholders; and (3) with the proliferation of artificial intelligence, conceptual research presents a chance to bring human (and humanity)‐oriented issues to life. Overall, conceptual research opens an avenue through which scholars can make a difference in their and other disciplines as well as for society.