Mapping the Dynamics of Tourism Marketing: A Bibliometric Exploration
Keywords:
Bibliometric Analysis, Tourism Marketing, Tourism, ScopusAbstract
Tourism marketing is a dynamic and multifaceted field that plays a pivotal role in promoting destinations, attracting tourists, and driving economic growth. As this field continues to evolve, understanding its progression and future opportunities becomes crucial. To address this need, the study conducts a comprehensive bibliometric analysis of tourism marketing literature spanning from 1974 to 2024. Utilising data from the Scopus database, biblioshiny is employed to examine key bibliometric statistics, such as authorship patterns, cross-country evaluations, keyword analyses, and thematic evolution. The findings reveal a significant growth in research output. The influence of COVID-19 on tourists and tourism industry and the enhanced integration of the internet and technology, is explicitly depicted by thematic analysis. This indicates a flourishing research landscape and a significant change in consumption patterns following the COVID-19 pandemic. In summary, this paper offers significant insights into the trends, patterns, and dynamics of research in tourism marketing research. Overall, this research has contributed to a deeper understanding of the academic landscape of tourism marketing, enlightening future research directions and guiding strategic decision-making for academics, practitioners, and policymakers involved in this field.
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