TY - JOUR
T1 - Exploring the evolution of marketing strategies in hospitality and tourism
T2 - a bibliometric study
AU - Giraldo, Luis Fernando Garcés
AU - Pineda, Vanessa García
AU - Arias, Jackeline Valencia
AU - Palacios-Moya, Lucia
AU - López Goycochea, Jefferson
N1 - Publisher Copyright:
Copyright © 2024 Inderscience Enterprises Ltd.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - COVID-19
KW - PRISMA methodology
KW - digital marketing
KW - industrial tourism
KW - sustainability
UR - http://www.scopus.com/inward/record.url?scp=85215843258&partnerID=8YFLogxK
U2 - 10.1504/PIE.2024.143784
DO - 10.1504/PIE.2024.143784
M3 - Original Article
AN - SCOPUS:85215843258
SN - 1476-8917
VL - 17
SP - 240
EP - 251
JO - Progress in Industrial Ecology
JF - Progress in Industrial Ecology
IS - 3
ER -