TY  - JOUR
T1  - Turizm ve Dijital Pazarlama: Akademik Araştırmaların Evrimi ve Eğilimi
TT  - Tourism and Digital Marketing: Evolution and Trends of Academic Research
AU  - Şafak Çokpartal, Esra
PY  - 2025
DA  - July
Y2  - 2025
DO  - 10.54439/gupayad.1602448
JF  - Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi
JO  - JCMAR
PB  - Yusuf ÖCEL
WT  - DergiPark
SN  - 2757-7279
SP  - 1
EP  - 18
VL  - 6
IS  - 1
LA  - tr
AB  - 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.
KW  - turizm
KW  - dijital pazarlama
KW  - turist
KW  - destinasyon
KW  - seyahat
N2  - 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.
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UR  - https://doi.org/10.54439/gupayad.1602448
L1  - https://dergipark.org.tr/tr/download/article-file/4444558
ER  -