A Bibliometric Analysis of Tourism Destination Branding Literature: Scientific Trends and Conceptual Map From 2007–2025

Öz

This study aims to reveal the intellectual structure, thematic development, and research networks of the literature by analysing academic studies published in the field of destination branding between 2007 and 2025 using bibliometric methods. Within the scope of the research, 186 articles obtained from the Web of Science (WoS) database were examined using descriptive analysis and scientific mapping techniques (MCA, Word Co-occurrence and Author Collaboration analyses). The open source Biblioshiny (R-based) package programme was used in the analysis process. The analysis results show that interest in destination branding has increased by 12.25% annually and that the field has entered a stage of maturity. Kladou and Pike were identified as the most prolific and influential authors; the studies were found to cluster around two main axes: ‘brand image-loyalty-satisfaction’ and ‘smart city-local community participation-place attachment’. Furthermore, it has been observed that the literature has evolved from traditional marketing concepts towards macro-level themes such as sustainability, climate change, and government policies. It has been determined that the destination branding literature has a fragmented collaborative structure. It is recommended that future studies focus on the dimensions of digital transformation, stakeholder-based governance, and experience design to strengthen the integration between existing clusters.

Turizm Destinasyonlarının Markalaşması Literatürünün Bibliyometrik Analizi: 2007–2025 Döneminin Bilimsel Eğilimleri ve Kavramsal Haritası

Öz

Bu çalışma, 2007-2025 yılları arasında turizm destinasyonlarının markalaşması alanında yayımlanan akademik çalışmaları bibliyometrik yöntemlerle analiz ederek, literatürün entelektüel yapısını, tematik gelişimini ve araştırma ağlarını ortaya koymayı amaçlamaktadır. Araştırma kapsamında, Web of Science (WoS) veri tabanından elde edilen 186 makale, betimsel analiz ve bilimsel haritalama teknikleri (MCA, Kelime Eş-oluşum ve Yazar İş Birliği analizleri) kullanılarak incelenmiştir. Analiz sürecinde açık kaynak kodlu Biblioshiny (R-Tabanlı) paket programından yararlanılmıştır. Analiz sonuçları, destinasyon markalaşması konusuna olan ilginin yıllık %12,25 oranında arttığını ve alanın olgunlaşma evresine girdiğini göstermektedir. Kladou ve Pike’ın en üretken ve etkili yazarlar olduğu; çalışmaların yoğunlukla "marka imajı-sadakat-memnuniyet" ve "akıllı şehir-yerel halk katılımı-mekân bağlılığı" şeklinde iki ana eksende kümelendiği tespit edilmiştir. Ayrıca, literatürün geleneksel pazarlama anlayışından sürdürülebilirlik, iklim değişikliği ve devlet politikaları gibi makro ölçekli temalara doğru evrildiği gözlemlenmiştir. Destinasyon markalaşması literatürünün parçalı bir iş birliği yapısına sahip olduğu belirlenmiştir. Gelecekteki çalışmaların dijital dönüşüm, paydaş temelli yönetişim ve deneyim tasarımı boyutlarına yoğunlaşarak mevcut kümeler arası entegrasyonu güçlendirmesi önerilmektedir.

Anahtar Kelimeler

• Turizm Markalaşması
• Destinasyon Markası
• Bibliyometrik Analiz

Kaynakça

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