15 Years of application of digital marketing and other technologies in tourism: A bibliometric analysis and systematic literature review

Abstract

The objective of this bibliometric analysis is to examine the gradual evolution of research on digital marketing and other relevant technologies in the tourism sector from 2009 to 2023. A total of 102 papers were selected from the Scopus database, and the analysis was conducted using programs such as R Studio. The bibliometric and systematic literature review research dimensions, such as the overall number of citations, the articles with the highest citation counts, the authors with the most citations, the journals with the highest citation rates, and the networks of nations involved in research activities, were investigated. The study’ reveal the patterns of year-on-year expansion in publications and the incorporation of new keywords within the field of tourism research. It provides details on esteemed academic publications, influential authors, collaborative efforts, and nations involved in the field of tourism research, thereby providing insights into the current developments taking place in the area of various scholarly works. This study provides valuable insights for future researchers since it effectively reviews and analyses the current body of literature, identifies areas where information is lacking, and proposes novel approaches for further research. Nevertheless, the scope of this study is limited to data extraction exclusively from a specific database, impeding its applicability to a broader context.