Exploring the evolution of marketing strategies in hospitality and tourism: a bibliometric study

Marketing strategies in hospitality and tourism are crucial for attracting and retaining customers, increasing occupancy, and maximising revenue. However, despite their importance, there are still significant research challenges. Therefore, the objective is to examine research trends surrounding the evolution of marketing strategies in hospitality and tourism. To achieve the research objective, a bibliometric analysis based on PRISMA-2020 is proposed to obtain clear and replicable results. The research reveals a 99% increase in scientific production, with particular emphasis on the years 2021 and 2022. Avraham is a prominent author. There is a shift in focus towards storytelling to attract tourists. Digital marketing and COVID-19 are recurring concepts, while industrial tourism and sustainability are emerging trends. As a conclusion, future research in tourism and hospitality marketing must focus on understanding evolving consumer preferences, destination branding impacts, educational decision influences, and the integration of emerging technologies to address industry shifts and gaps effectively.