The MAG Scholar Conference in Business, Marketing & Tourism 2027 is an international academic conference convening 18–20 January 2027 at Speargrass, Queenstown, co-organised by MAGScholar and Emerald Publishing around the theme of sustainable value beyond digital transformation.
The MAG Scholar Conference in Business, Marketing & Tourism 2027 is an international academic conference scheduled for 18 to 20 January 2027 at Speargrass, Queenstown, New Zealand. According to the official conference site, it gathers scholars, researchers and industry participants around the theme "Beyond Digital Transformation: Creating Sustainable Value in Business, Marketing, and Tourism," and runs as a hybrid event so presenters can take part either in person or online. Accepted papers are published in the MAG Scholar online proceedings with an ISBN, with selected papers considered for awards and for publication in indexed journals.
The conference is co-organised by MAGScholar and Emerald Publishing, as stated on the official event site. MAGScholar (Marketing in Asia / MAG Scholar) runs a recurring conference series in business, marketing and tourism: a 2019 edition was held at Macau University of Science and Technology in Macau, and the 2026 edition was hosted by the Faculty of Economics and Business at Universitas Brawijaya in Malang, Indonesia (6–9 October 2026), with Emerald Publishing providing presenter certificates. The 2027 call for the New Zealand edition is signed by Dr Mohamad-Noor Salehhuddin Sharipudin and Professor Emeritus Kim Fam, who lead the organising effort.
The official invitation is addressed to academics, researchers, scholars and industry participants worldwide with interests across marketing, tourism, business and media. The organisers also welcome management, economics and social-science papers dealing with consumer or organisational behaviour and with digital technology. The single announced theme centres on moving beyond digital transformation toward sustainable value creation; no separate tracks, named keynote speakers or submission deadlines are published on the page reviewed, though the organisers note that prominent scholars and practitioners will be invited.
The official site names Speargrass, Queenstown, as the venue, confirming the directory listing. Speargrass sits in the Wakatipu basin on the Queenstown–Arrowtown side of the region, and the conference site's own navigation references the wider Speargrass, Arrowtown and Queenstown area. As factual context for delegates, Queenstown is served by Queenstown Airport (ZQN) at Frankton, a few kilometres from the town centre, which carries domestic connections across New Zealand and trans-Tasman services from Australia. Delegate movement around the Wakatipu basin is typically handled by shuttle and coach, with accommodation concentrated in central Queenstown, Frankton and the Arrowtown corridor. The compact geography of the basin keeps travel times between the airport, town accommodation and outlying venues short, which suits a multi-day residential-style academic gathering held in the Southern Hemisphere summer.
Securing an international academic conference series for a January 2027 edition brings an offshore-origin, multi-day delegate audience into Queenstown during the summer season. Business events of this kind lengthen stays, spread spend across accommodation, hospitality and transport, and reinforce Queenstown's standing as a conference destination beyond its leisure profile. An academic conference with an established international organiser and a publishing partner also seeds repeat academic and research links into the New Zealand business-events calendar, the sort of knowledge-sector activity the country's MICE sector actively courts.
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