| 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. |