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Tourism and Digital Marketing: Evolution and Trends of Academic Research

Year 2025, Volume: 6 Issue: 1, 1 - 18

Esra Şafak Çokpartal

https://doi.org/10.54439/gupayad.1602448

Abstract

Purpose: The purpose of this study is to examine and evaluate studies on the topic of digital marketing in marketing and tourism, which were conducted between 2009 and 2024 and scanned in the Web of Science database, in terms of bibliometiric features. Material and Method: This research was conducted by using the bibliometric analysis method. The Web of Science database was used as the data collection tool in the study. The study covers 214 studies conducted between 2009 and 2024 and published in the Web of Science database. The bibliometrix and biblioshiny packages in the R software programme were used during the analysis of the study. Findings: As a result of the research findings, it was found that the researcher who conducted the most studies on digital marketing and tourism is Constantinos Halkiopoulos; the journal with the most publications is Sustainability; and the most frequently repeated words are “marketing”, “tourism” and “digital”. Conclusion: Analyses have revealed that the number of the studies associated with the concepts of tourism and digital marketing has grown at annual rate of 29.62%. With an average of 8.009 citations rate of 19.63%, this field is seen as one that attracts researchers’ interest.

Keywords

Tourism digital marketing tourist destination travel

References

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Turizm ve Dijital Pazarlama: Akademik Araştırmaların Evrimi ve Eğilimi

Year 2025, Volume: 6 Issue: 1, 1 - 18

Esra Şafak Çokpartal

https://doi.org/10.54439/gupayad.1602448

Abstract

Amaç: Bu çalışmanın amacı 2009-2024 yılları arasında yapılan ve Web of Science veri tabanında taranan dijital pazarlama ve turizm kavramlarına ilişkin çalışmaları bibliyometrik özellikler açısından incelemek ve değerlendirmektir. Yöntem: Çalışma 2009 ile 2024 yılları arasında gerçekleştirilen ve Web of Science veri tabanında yayınlanan 214 adet çalışmayı kapsamaktadır. Araştırmanın analizi sırasında R yazılım programında yer alan bibliometrix ve biblioshiny paketlerinden yararlanılmıştır. Bulgular: Araştırma bulguları sonucunda dijital pazarlama ve turizm konularında en çok çalışma yapan araştırmacının Constantinos Halkiopoulos ve en çok yayın yapan derginin de Sustainability, en sık tekrar edilen kelimelerin “marketing”, “tourism” ve “digital” olduğu bilgilerine ulaşılmıştır. Sonuç: Analizler sonucunda turizm ve dijital pazarlama kavramlarıyla ilişkili çalışma sayılarının yıllık %29,62 oranında bir büyüme gösterdiği bilgisine ulaşılmıştır. Yayın başına düşen ortalama 8,009 atıf sayısı ve uluslararası iş birliği oranının %19,63 olmasıyla araştırmacılar tarafından ilgi gören bir alan olduğu görülmektedir.

Keywords

turizm dijital pazarlama turist destinasyon seyahat

References

  • Alford, P., & Jones, R. (2020). The lone digital tourism entrepreneur: Knowledge acqusition and collaborative transfer. Tourism Management, 81(5). https://doi.org/10.1016/j.tourman.2020.104139
  • Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975. https://doi.org/10.1016/j.joi.2017.08.007
  • Ateş, A., & Akmeşe, K. A. (2020). Turizmde güncel konular. İksad Yayınevi.
  • Aydın, G. (2019). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1-21. https://doi.org/10.1080/19368623.2019.1588824
  • Badawy, A. M. (2009). Technology management simply defined: A tweet plus two characters. Journal of Engineering and Technology Management, 26(4), 219-224. https://doi.org/10.1016/j.jengtecman.2009.11.001
  • Bağcı, H., & Pekşen, F. (2018). İnternet teknololisinde yeni bir adım: Web 3.0. International Congress on Political, economic and Social Studies, (ss. 168-175).
  • Bayat, T. & Özdemir, Ş. (2020) Ulaştırma altyapısı ve imkanlarının turizm işletmelerinin performansına olan etkisinin belirlenmesine yönelik bir dinamik panel veri analizi. Beykoz Akademi Dergisi, 8(2), 341-362. https:// doi.org/10.14514/BYK.m.265155393.2020.8/2.341-362
  • Bozok, D., Kılıç, S. N., & Özdemir, S. S. (2017). Turizm literatüründe kırsal turizmin bibliyometrik analizi. Journal of Human Sciences, 14(1), 187-202. https://doi.org/10.14687/jhs.v14i1.4274
  • Bradford, S. C. (1934). Sources of information on specific subjects. Engineering, 137, 85-56.
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism Management, 29, 609-623. https://doi.org/10.1016/j.tourman.2008.01.005
  • Buladi Çubukçu, B., & Topçuoğlu, Ö. (2023). Turizm sektöründe dijitalleşme ve verimlilik ilişkisini inceleyen akademik araştırmaların bibliyometrik analizi. Üçüncü Sektör Sosyal Ekonomi Dergisi, 58(1), 598-610. https://doi.org/10.15659/3.sektor-sosyal-ekonomi.23.03.2 045
  • Birke, D. (2013). Social networks and economics: Influencing consumer choice. John Wiley & Sons.
  • Clara, I., Paiva, T., & Morais, E. P. (2022). Digital marketing and user-generated content: A case study of Vidago Palace Hotel. In J. L. Reis, E. P. López, L. Moutinho, & J. P. M. dos Santos (Eds.), Marketing and smart technologies: Proceedings of ICMarkTech 2021, Vol. 1 (pp. 451-461). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-16-9268-0_38
  • Çam, O. (2024). Dijital turizm konulu lisansüstü tezlerinin bibliyometrik analizi. Journal of Academic Tourism Studies, 5(1), 13-26. https://doi.org/10.29228/jatos.73937
  • Çavuş, M. N. (2024). Turizmde dijital pazarlama bağlamında sosyal medya üzerinde yapılan çalışmaların VOSVIEWER ile bibliyometrik analizi. Journal of Gastronomy, Hospitality and Travel, 7(1), 147-163. https://doi.org/10.33083/joghat.2024.392
  • Çubuk, E. B. S. (2024). Dijital toplum ve dijital yeteneklerin gelişimi üzerine sistematik literatür analizi. 3rd International Conference on Frontiers in Academic Research, 15-16, Konya, Turkey.
  • Deb, S. K., Nafi, S., & Valeri, M. (2022). Promoting tourism business through digital marketing in the new normal era: A sustainable approach. European Journal of Innovation Management, 1-25. https://doi.org/10.1108/EJIM-04-2022-0218
  • Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. https://doi.org/10.1002/mar.21767
  • Dominique-Ferreira, S. (2020). Bridging tourism, architecture, and sustainability: Design and development of an app for contemporary architecture built in Portugal. Journal of Global Scholars of Marketing Science, 32(11), 1-18. https://doi.org/10.1080/21639159.2020.1808853
  • Domınıque-Ferreıra, S., Martins, N., & Lopes, C. (2021). Design and development of a digital platform for seasonal jobs: Improving the hiring process. Journal of Global Scholars of Marketing Science, 32(4), 1-18. https://doi.org/10.1080/21639159.2020.1808851
  • Dwivedi, Y. K. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. https://doi.org/10.1002/mar.21767
  • Egger, R., & Buhalis, D. (2011). Etourism case studies: Management and Marketing Issues. London: Routledge. Egghe, L. (1986). Bradford’s Law: Theory and applications. Scientometrics, 10, 381-400. https://doi.org/10.1007/BF02017229
  • Erdem, B. (2020). Dijital pazarlama ve turizm işletmeleri açısından önemi. Y. E. Tansü (edt.), Farabi Anısına Türkiye ve Dünya Araştırmaları – II içinde (ss. 803-864). İksad Yayınevi.
  • Jorge, F., Teixeira, M. S., & Gonçalves, R. (2020, April). The influence of digital marketing tools perceived usefulness in a rural region destination image. In World Conference on Information Systems and Technologies (pp. 557-569). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-45697-9_54
  • Güçlü, F., & Canbaz, M. F. (2024). Paya dayalı kitle fonlaması literatürünün on yılının bibliyometrik analizi, Politik Kuram, 8(3), 814-833. Doi: https://doi.org/10.30586/pek1534125
  • Güçlü, F. (2024). İslam iktisadı ve finansı literatüründe murabaha: Bibliyometrik bir inceleme. International Journal of Applied Economic and Finance Studies, 9(1), 67- 77.
  • Halkıopoulos, C. (2020). Cultural and tourism promotion through digital marketing approaches. A case study of social media campaigns in Greece. Culture And Tourism In A Smart, Globalized, and Sustainable World. https://doi.org/10.1007/978-3-030-72469-6_46
  • Hwang J (2018). Understanding user experiences of online travel review websites for hotel booking behaviours: An investigation of a dual motivation theory. Asia Pacific Journal of Tourism Research, 23(4), 359-372. https://doi.org/10.1080/10941665.2018.1444648
  • IRTS, (2008). International recommendations for toruism statistics. Studies in Methods, Series M 83(1). New York, 2010. Retrieved from: https://unstats.un.org/unsd/ publication/seriesm/seriesm_83rev1e.pdf
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There are 60 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing
Journal Section Research Articles
Authors

Esra Şafak Çokpartal

Early Pub Date April 24, 2025
Publication Date
Submission Date December 18, 2024
Acceptance Date March 13, 2025
Published in Issue Year 2025 Volume: 6 Issue: 1

Cite

APA Şafak Çokpartal, E. (2025). Turizm ve Dijital Pazarlama: Akademik Araştırmaların Evrimi ve Eğilimi. Güncel Pazarlama Yaklaşımları Ve Araştırmaları Dergisi, 6(1), 1-18. https://doi.org/10.54439/gupayad.1602448
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