TURİZM PAZARLAMASINDA YAPAY ZEKÂNIN TEMATİK EVRİMİ VE ENTELEKTÜEL YAPISININ HARİTALANDIRILMASI: BİBLİYOMETRİK BİR ANALİZ VE PAZARLAMA 6.0 İÇİN KAVRAMSAL YÖNELİMLER

Öz

Bu araştırma, turizm pazarlamasında Yapay Zekânın (YZ) evrimsel yörüngesini analiz etmeyi ve özellikle Pazarlama 6.0’ın sürükleyici ve otonom çerçevesiyle ilişkilendirilen teorik temelleri ve tematik yönelimleri belirlemeyi amaçlamaktadır. Çalışmada, Web of Science Core Collection (2004–2026) veri tabanında indekslenen yayınlar üzerinden bibliyometrik analiz yöntemi benimsenmiştir. 346 bilimsel yayından oluşan bir külliyat üzerinde boylamsal performans analizi ve analitik ağ haritalama teknikleri kullanılarak, alanın ilişkisel yapısı görselleştirilmiş ve öne çıkan tematik kümeler tanımlanmıştır. Sonuçlar, toplam akademik çıktının %61'inin 2023 ile 2025 yılları arasında gerçekleştiği belirgin bir büyüme eğilimi ortaya koymaktadır. Analiz, Üretken Yapay Zekâ (GenAI) ekseninde gelişen yayınlarla birlikte, geleneksel teknoloji kabul modellerinin yanı sıra sürükleyici hizmet karşılaşmaları, öngörüye dayalı hizmet anlayışı ve çok duyulu destinasyon markalaması gibi temaların literatürde giderek daha görünür hale geldiğini göstermektedir. Bu bulgular, turizm pazarlaması literatürünün dijital fayda aşamasından, fiziksel ve dijital ortamların birleştiği "metapazarlama" temalarına (Pazarlama 6.0) doğru kavramsal bir genişleme sergilediğine işaret etmektedir. Bu tematik yönelim, destinasyon pazarlama kuruluşlarının reaktif yaklaşımlar yerine proaktif, duygu odaklı ve sürükleyici etkileşim modellerine odaklanabileceğini göstermektedir. Son olarak araştırma, turizm ekosisteminde sentetik medya etiği ve mekânsal bilişim üzerine gelecekteki incelemeler için bir araştırma gündemi sunmaktadır.

Anahtar Kelimeler

• Yapay Zekâ
• Turizm Pazarlaması
• Pazarlama 6.0
• Üretken Yapay Zekâ
• Sürükleyici Pazarlama.

Mapping the Thematic Evolution and Intellectual Structure of Artificial Intelligence in Tourism Marketing: A Bibliometric Analysis and Conceptual Directions for Marketing 6.0

Öz

This study aims to analyze the evolutionary trajectory of Artificial Intelligence (AI) in tourism marketing and to identify the theoretical foundations and thematic orientations associated with the immersive and autonomous framework of Marketing 6.0. A bibliometric analysis was conducted on publications indexed in the Web of Science Core Collection (2004–2026). Utilizing longitudinal performance analysis and analytical network mapping techniques on a corpus of 346 scientific publications, the study visualizes the relational structure of the domain and identifies prominent thematic clusters. The results reveal a marked growth trajectory, with 61% of total academic output published between 2023 and 2025. The analysis demonstrates that alongside traditional technology acceptance models, emerging themes catalyzed by Generative AI (GenAI)—such as immersive service encounters, predictive care, and multisensory destination branding—have become increasingly prominent in the literature. These findings indicate a conceptual expansion in tourism marketing scholarship from functional digital utilities toward metamarketing themes associated with the Marketing 6.0 framework. This thematic trajectory suggests that destination marketing organizations may increasingly pivot from reactive strategies toward proactive, sentiment-aware, and immersive engagement models. Finally, the study outlines a prospective research agenda addressing synthetic media ethics and spatial computing within the tourism ecosystem.

Anahtar Kelimeler

• Artificial Intelligence
• Tourism Marketing
• Marketing 6.0
• Generative AI
• Immersive Marketing.

Kaynakça

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