About the Journal

Leisure Management and Marketing (LMM) is an international peer-reviewed open access journal dedicated to advancing interdisciplinary scholarship on the management and commercialization of leisure in contemporary economies. As leisure industries increasingly intersect with digital transformation, global consumer culture, and sustainability challenges, LMM provides a focused platform for research that integrates management theory, marketing strategy, and leisure studies. The journal addresses the growing need for analytical frameworks that explain how leisure organizations create value, build brands, design experiences, and sustain competitive advantage across diverse sectors. By situating leisure as a serious domain of economic, social, and cultural activity, LMM contributes to both academic theory and industry practice. LMM seeks to position leisure industries not as peripheral cultural activities, but as dynamic economic systems that shape innovation, identity formation, and human well-being in global markets.

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Current Issue

Vol. 1 No. 1 (2026): Consumer Behavior and Leisure in the Digital Age
View Vol. 1 No. 1 (2026): Consumer Behavior and Leisure in the Digital Age

This first issue of Leisure Management and Marketing presents five original research articles that together chart the growing importance of leisure as an economic, cultural, and managerial field. The studies employ a variety of methods, from bibliometric analysis and structural equation modeling to qualitative case studies and descriptive inquiry, highlighting the journal’s dedication to methodological breadth.

The issue begins with a bibliometric review examining ESG and sustainability in professional football, framing sport as a context for environmental, social, and governance responsibility. Next, an investigation explores the psychological and economic factors that drive purchases of virtual currency in free-to-play mobile games, showing how digital leisure is transforming consumer spending. A qualitative case study of Batik Gedog in rural Indonesia follows, analyzing how traditional craft-based leisure activities can support sustainable incomes and cultural continuity. The collection concludes with two studies on parasocial and celebrity influence: one looks at fandom, gifting, and fanaticism among JKT48 supporters, while the other assesses how Korean celebrity ambassadors affect consumer preferences for local brands.

Collectively, these articles make a clear case: leisure is no longer a secondary concern in economic and managerial research. It is now a central space where consumer identity, sustainability efforts, and market strategy intersect.

DOI: https://doi.org/10.66373/lmm.v1i1
Published: 2026-04-01

Articles

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