BIBLIOMETRIC ANALYSIS OF POSTGRADUATE THESES WRITTEN ON DIGITAL MARKETING IN TOURISM SECTOR IN TURKEY
Öz
This study uses bibliometric analysis to evaluate postgraduate theses on digital marketing in the tourism sector. In this context, 16 thesis studies obtained from the National Thesis Centre (YÖKTEZ) database between 2016-2023 were examined. These studies were evaluated according to their keywords, years, types, and research methods. The findings show that the number of undergraduate theses written in the digital marketing field in Turkey's tourism sector is increasing. It was determined that almost all the theses were written at the master's level, using qualitative research methods, and focused on hotel businesses, which are the cornerstone of the sector. The study's findings will constitute a vital source for revealing the status of academic research on digital marketing practices in tourism and identifying trends in this field. In addition, it is recommended that it be expanded to include scientific articles to enrich the literature on this subject for future research.
Anahtar Kelimeler
Digital Marketing, Tourism, Bibliometric Analysis, Postgraduate Theses
Kaynakça
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