Our paper explores the ramifications of the impact agenda in relation to funding, research conduct, and evaluation. While focusing on the discipline of tourism studies, we explore the broader issue of the normalization of new incentive structures. We draw on historical and theoretical frameworks to examine the evolution of research culture and the conditioning mechanisms shaping scholarly pursuits. Methodologically, we depart from the so-called impact templates that UK tourism studies faculties had to submit for the septennial evaluation of Higher Education. Empirically, we highlight the complex dynamics of disciplinary normalization and the challenges it poses for wider academia through the creation of incentive structures. We discuss how disciplinary hierarchies and evaluation structures influence individual choices, often leading to trade-offs between personal and professional commitments. Ultimately, we call for a re-evaluation of research impact frameworks and a deeper understanding of their implications for scholarly integrity and scholarly pursuits intergenerationally.