Sustainable tourism branding: A bibliographic analysis

Abstract

The relationship between sustainable tourism development and tourism branding has received rising attention among scholars. Due to the complex relationship between the two concepts results in inconsistent findings among previous research. However, bibliographic analysis studies that organize previous research in the field are lacking. Therefore, this study examines the Scopus database for articles on “sustainable tourism branding.” The searches were repeated twice on 31 March 2021, and 7 June 2022, yielding 55 and 68 valid documents, respectively, illustrating 15 years of subject area expansion from 2007 to 2022. Using Vosviewer software, the datasets were subsequently analyzed and visually represented. The results provide an overview of the topic’s expansion rate, including the top cited studies, authors, organizations, journals, and countries. In addition, the study investigates the foundational research that provides fundamental knowledge for researchers. Finally, a current research trend and a prospective research agenda have been proposed.