Letter From the Co-Editor: Yes, “Shit’s Got to Change.” But How? A Call for a Deep Scholarship Social Movement

This letter from the editor is in response to Benjamin et al.'s (2024) call to action surrounding the structures and systems of the tourism academy. It recommends a social movements approach as a possible framework for taking next steps. This Deep Scholarship Movement suggests (1) identifying and assembling key leadership change agents with diverse viewpoints, (2) enhancing self-efficacy, increasing consciousness-raising, and maximizing resource mobilization, the three primary components of successful social movements, and using them to work toward (3) community consensus building. These are challenging and daunting recommendations. This letter argues, however, that this or some other systemic, organized approach is necessary for those of us in varying aspects of leadership to clear the way and establish deeper, richer, more inclusive and less oppressive environments for our early-and mid-career colleagues.