Toward a values-driven research culture: passion, collaboration, and decency

An overemphasis on publishing metrics often shifts attention away from the true purpose of research, that is, advancing knowledge and encouraging discovery. This piece explores the potential for a values-driven approach to academia emphasizing (i) passion, (ii) collaboration, and (iii) decency as foundational principles. Given the growing pressure on early-career researchers to meet publication demands, there is an opportunity to consider how academic environments might better support meaningful contributions over sheer output. We reflect on the importance of nurturing genuine curiosity, embracing open science, and fostering collaborative, diverse teams to address complex global challenges relevant to tourism. By contemplating a shift from metric-driven to values-driven priorities, we discuss how academia might more closely align with its core mission of knowledge creation and dissemination.