A wider research culture in peril: A reply to Thomas

In this article we elaborate on the process of institutionalization in the Higher Education performance evaluation ecosystem. We argue, we can observe a shift in how research evaluation functions, namely, from the contribution to knowledge to that of the societal influence of research. Such an axiological shift in evaluation goes to the very core of academic scholarship, as the commoditised neoliberal treatment of research's societal role represents an existential challenge that goes beyond tourism studies.