Bibliometric Review of Research on Tourism Marketing, 1979-2023

Abstract

This research presents a bibliometric analysis of tourism marketing publications from 1979 to 2022, examining 772 articles from the Scopus database using R-Studio and VOSviewer. It focuses on prominent figures, institutions, and theoretical frameworks, with specific emphasis on destination marketing, sustainable tourism, and data analytics. The study underscores the substantial contributions of the USA, UK, and Australia, advocating for more global research collaboration. The findings offer crucial insights for tourism professionals and policymakers guiding strategic marketing approaches, particularly in sustainable tourism. Utilizing bibliometric methods over traditional qualitative ones, the study provides an unbiased and comprehensive view of the field's evolution. However, it is limited by its reliance on Scopus and potential methodological constraints in fully interpreting its findings and implications.