Turizm Pazarlaması Alanındaki Akademik Eğilimler ve Bilgi Yapısı: 1984–2025 Dönemine İlişkin Bibliyometrik Bir Analiz

Öz

Bu çalışma, turizm pazarlaması alanındaki akademik yayınların eğilimlerini ve bilgi yapısını bibliyometrik analiz yöntemiyle incelemeyi amaçlamaktadır. Web of Science veri tabanında 1984–2025 yılları arasında yayımlanan 2436 makale analiz edilmiştir. Elde edilen bulgulara göre, turizm pazarlaması alanında yayın sayısında son yıllarda belirgin bir artış olduğu, en fazla yayının Çin, ABD ve Güney Kore tarafından üretildiği görülmüştür. Lotka Yasası analizine göre yazarların büyük oranda tek çalışma yaptığı ortaya çıkmıştır. Bibliometrik ağ haritaları, “müşteri memnuniyeti”, “sadakat”, “güven” ve “çevrim içi pazarlama” kavramlarının öne çıkan temalar olduğunu göstermektedir. Ayrıca Journal of Travel & Tourism Marketing dergisi, turizm pazarlaması araştırmalarında en etkili ve üretken yayın organı olarak belirlenmiştir. Bulgular, turizm pazarlaması araştırmalarında dijitalleşme, sürdürülebilirlik ve destinasyon imajı gibi temaların giderek önem kazandığını ortaya koymaktadır.

Anahtar Kelimeler

• Turizm pazarlaması
• Bibliyometrik analiz
• Dijital pazarlama
• Akademik eğilimler

Academic Trends and Knowledge Structure in Tourism Marketing: A Bibliometric Analysis of the Period 1984–2025

Öz

This study aims to examine the trends and knowledge structure of academic publications in the field of tourism marketing using bibliometric analysis methods. A total of 2,436 articles published between 1984 and 2025 in the Web of Science database were analyzed. Findings indicate a significant increase in the number of publications in tourism marketing in recent years, with China, the US, and South Korea producing the highest number of publications. Lotka Law analysis revealed that authors largely produced only one study. Bibliometric network maps show that the concepts of “customer satisfaction,” “loyalty,” “trust,” and “online marketing” are prominent themes. Furthermore, the Journal of Travel & Tourism Marketing has been identified as the most influential and productive publication in tourism marketing research. The findings reveal that themes such as digitalization, sustainability, and destination image are becoming increasingly important in tourism marketing research.

Anahtar Kelimeler

• Tourism marketing
• Bibliometric analysis
• Digital marketing
• Research trends

Kaynakça

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