Exploring the Research Landscape of Marketing Communication in Tourism: A Bibliometric Analysis

Abstract

The purpose of this investigation is to map the current state of marketing communications studies in the tourism industry. In this article we used a bibliometric analysis technique. Scopus data indicated that there were 195 documents concerned with marketing communications in the tourism industry. Furthermore, data analysis was carried out using VOSviewer and Excel. This analysis involves identifying relevant keywords, co-occurrence analysis, citation analysis, and network visualization. Our findings provide an overview of research trends, prominent authors, influential journals, and key themes in the tourism marketing communications domain. The results highlight the growth in research output in this area and reveal emerging topics and research gaps. Moreover, this research uncovers collaborative networks and knowledge flows among researchers and institutions. This bibliometric analysis helped shed light on the dynamic nature of the tourism industry's marketing communications research landscape. This study serves as a valuable resource for researchers, practitioners and policy makers interested in advancing marketing communications strategies for tourism development. The practical implication of the findings is that by understanding research trends related to tourism marketing communication, tourism practitioners can adopt more effective marketing communication strategies to promote tourist destinations, increase interaction with customers, and gain a competitive advantage.

Influencers in Tourism Digital Marketing: A Comprehensive Literature Review

“…In addition, this study utilizes VOSviewer in determining research gaps. By definition, VOSviewer is software used to analyze and visualize the relationships between keywords, authors, articles, and journals [33][34][35][36][37] in scientific literature datasets, making it crucial in determining research gaps. VOSviewer allows researchers to visually identify potential research gaps in the scientific literature, direct research to more relevant and significant areas, and prevent redundant research.…”

Pengaruh Penggunaan Teknologi Dalam Pemasaran Pariwisata Selama Masa Pandemi Covid-19 Di Indonesia

“…Pemasaran pariwisata adalah serangkaian aktivitas strategis yang dilakukan untuk mempromosikan dan memasarkan destinasi pariwisata kepada khalayak target. Ini melibatkan penggunaan berbagai teknik dan strategi untuk menarik perhatian wisatawan, mempengaruhi keputusan perjalanan mereka, dan mempromosikan pengalaman unik yang ditawarkan oleh suatu destinasi (Sangadi et al, 2023;Simabur et al, 2023). Pemasaran pariwisata mencakup identifikasi target pasar, pengembangan merek destinasi, promosi melalui berbagai saluran komunikasi, dan pengelolaan hubungan dengan pelanggan (King, 2002).…”

Pengaruh Penggunaan Teknologi Dalam Pemasaran Pariwisata Selama Masa Pandemi Covid-19 Di Indonesia

“…Pemasaran pariwisata adalah serangkaian aktivitas strategis yang dilakukan untuk mempromosikan dan memasarkan destinasi pariwisata kepada khalayak target. Ini melibatkan penggunaan berbagai teknik dan strategi untuk menarik perhatian wisatawan, mempengaruhi keputusan perjalanan mereka, dan mempromosikan pengalaman unik yang ditawarkan oleh suatu destinasi (Sangadi et al, 2023;Simabur et al, 2023). Pemasaran pariwisata mencakup identifikasi target pasar, pengembangan merek destinasi, promosi melalui berbagai saluran komunikasi, dan pengelolaan hubungan dengan pelanggan (King, 2002).…”