johut Journal of Humanities and Tourism Research 2717-7092 Karabük Üniversitesi Tourism (Other) Turizm (Diğer) A Bibliometric Analysis of Tourism Destination Branding Literature: Scientific Trends and Conceptual Map From 2007–2025 Turizm Destinasyonlarının Markalaşması Literatürünün Bibliyometrik Analizi: 2007–2025 Döneminin Bilimsel Eğilimleri ve Kavramsal Haritası https://orcid.org/0000-0002-3357-7725 Vural İlker KÜTAHYA DUMLUPINAR ÜNİVERSİTESİ https://orcid.org/0000-0002-8192-5712 Kosat Ali KÜTAHYA DUMLUPINAR ÜNİVERSİTESİ 04 06 2026 16 1 190 216 11 17 2025 03 26 2026 Copyright © 2010, Journal of Humanities and Tourism Research 2010 Journal of Humanities and Tourism Research

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.

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.

 Turizm Markalaşması Destinasyon Markası Bibliyometrik Analiz Ambler, T. (1997). How much of brand equity is explained by trust? Management Decision, 35(4), 283–292. https://doi.org/10.1108/00251749710169666 Apostolakis, A., Jaffry, S., Sizeland, F., & Cox, A. (2015). The role of uniqueness in destination branding: The case of historical Portsmouth harbor. EuroMed Journal of Business, 10(2), 198–213. https://doi.org/10.1108/EMJB-10-2014-0036 Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007 Arviani, H., Yudha, D. S., Atasa, D., & Yulianto, T. (2024). Pendampingan penguatan branding dan digital marketing pada desa wisata Lembah Winden Wonosalam. Jurnal Gema Ngabdi, 6(3), 235–243. https://doi.org/10.29303/jgn.v6i3.456 Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128– 137. https://doi.org/10.1177/0092070300281012 Berry, L. L., & Seltman, K. D. (2007). Building a strong services brand: Lessons from Mayo Clinic. Business Horizons, 50(3), 199–209. https://doi.org/10.1016/j.bushor.2007.01.005 Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32–43. https://doi.org/10.1108/07363769810202664 Bianchi, C., Pike, S., & Lings, I. (2014). Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE). Tourism Management, 42, 215–223. https://doi.org/10.1016/j.tourman.2013.11.014 Bloom, D. E., & Cadarette, D. (2019). Infectious disease threats in the twenty-first century: Strengthening the global response. Frontiers in Immunology, 10, 549. https://doi.org/10.3389/fimmu.2019.00549 Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219–231. https://doi.org/10.1016/j.tourman.2008.06.003 Bornmann, L., & Daniel, H.-D. (2008). What do citation counts measure? A review of studies on citing behavior. Journal of Documentation, 64(1), 45–80. https://doi.org/10.1108/00220410810844150 Bui, T. D., Ali, M. H., Tsai, F. M., Iranmanesh, M., Tseng, M. L., & Lim, M. K. (2020). Challenges and trends in sustainable corporate finance: A bibliometric systematic review. Journal of Risk and Financial Management, 13(11), 264. https://doi.org/10.3390/jrfm13110264 Cabiddu, F., Lui, T. W., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86–107. https://doi.org/10.1016/j.annals.2013.01.001 Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720–742. https://doi.org/10.1016/S0160-7383(01)00080-9 Cai, L. A. (2009). Tourism branding in a social exchange system. In L. A. Cai, W. C. Gartner, & A. M. Munar (Eds.), Tourism branding: Communities in action (pp. 89–104). Emerald. https://doi.org/10.1108/S2042- 1443(2009)0000001009 Chekalina, T., Fuchs, M., & Lexhagen, M. (2018). Customer-based destination brand equity modeling: The role of destination resources, value for money, and value in use. Journal of Travel Research, 57(1), 31–51. https://doi.org/10.1177/0047287516680774 Chen, C. (2006). CiteSpace II: Detecting and visualizing emerging trends and transient patterns in scientific literature. Journal of the American Society for Information Science and Technology, 57(3), 359–377. https://doi.org/10.1002/asi.20317 Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007 Chhabra, D. (2020). Transformational wellness tourism system model in the pandemic era. International Journal of Health Management and Tourism, 5(2), 76–101. https://doi.org/10.31201/ijhmt.788628 Dalle Lucca Tosi, M., & dos Reis, J. C. (2022). Understanding the evolution of a scientific field by clustering and visualizing knowledge graphs. Journal of Information Science, 48(1), 71–89. https://doi.org/10.1177/0165551520937915 Davcik, N. S., Vinhas da Silva, R., & Hair, J. F. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3–17. https://doi.org/10.1108/JPBM-06-2014-0639 Dedeoğlu, B. B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management, 11, 211–230. https://doi.org/10.1016/j.jdmm.2018.04.003 Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070 Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127–139. https://doi.org/10.1177/0047287506291603 Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198. https://doi.org/10.1016/j.jbusres.2015.12.008 Garanti, Z., Violaris, J., Berjozkina, G., & Katemliadis, I. (2022). Rebranding destinations for sustainable tourism recovery post-COVID-19 crisis. In COVID-19 and the tourism industry (pp. 109–124). Routledge. https://doi.org/10.4324/9781003207467 García, J. A., Gómez, M., & Molina, A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism Management, 33(3), 646–661. https://doi.org/10.1016/j.tourman.2011.07.006 Garfield, E. (1955). Citation indexes for science: A new dimension in documentation through association of ideas. Science, 122(3159), 108–111. Garfield, E. (1972). Citation analysis as a tool in journal evaluation. Science, 178(4060), 471–479. Gartner, W. C. (2009). Deconstructing brand equity. In L. A. Cai, W. C. Gartner, & A. M. Munar (Eds.), Tourism branding: Communities in action (pp. 51–63). Emerald. https://doi.org/10.1108/S2042- 1443(2009)0000001006 Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information Systems, 16, Article 5. https://doi.org/10.17705/1CAIS.01605 Giannopoulos, A., Piha, L., & Skourtis, G. (2021). Destination branding and co-creation: A service ecosystem perspective. Journal of Product & Brand Management, 30(1), 148–166. https://doi.org/10.1108/JPBM-08- 2019-2504 Gmür, M. (2003). Co-citation analysis and the search for invisible colleges: A methodological evaluation. Scientometrics, 57(1), 27–57. https://doi.org/10.1023/A:1023619503005 Gnoth, J. (2007). The structure of destination brands: Leveraging values. Tourism Analysis, 12(5–6), 345–358. https://doi.org/10.3727/108354207783227939 Greenacre, M., & Blasius, J. (2006). Multiple correspondence analysis and related methods. Chapman & Hall/CRC. Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708 Hall, D. (2002). Brand development, tourism and national identity: The re-imaging of former Yugoslavia. Journal of Brand Management, 9(4), 323–334. https://doi.org/10.1057/palgrave.bm.2540081 Hankinson, G. (2004a). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109–121. https://doi.org/10.1177/135676670401000202 Hankinson, G. (2004b). The brand images of tourism destinations: A study of the saliency of organic images. Journal of Product & Brand Management, 13(1), 6–14. https://doi.org/10.1108/10610420410523803 Hankinson, G. (2007). The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. Journal of Brand Management, 14(3), 240–254. https://doi.org/10.1057/palgrave.bm.2550065 Hanna, S., & Rowley, J. (2008). An analysis of terminology use in place branding. Place Branding and Public Diplomacy, 4(1), 61–75. https://doi.org/10.1057/palgrave.pb.6000084 Harzing, A.-W. (2007). Publish or Perish [Computer software]. https://harzing.com/resources/publish-or- perish Hendriyati, L., & Krestanto, H. (2024). Strategi branding Kebon Ndalem Coffee and Eatery dalam menarik minat beli konsumen melalui media sosial. Journal of Tourism and Economic, 7(2), 179–187. https://doi.org/10.36594/jtec/zv5aem51 Higgins-Desbiolles, F. (2021). Socialising tourism for social and ecological justice after COVID-19. In Global tourism and COVID-19 (pp. 156–169). Routledge. Karasar, N. (1982). Bilimsel araştırma yöntemi: Kavramlar, ilkeler, teknikler. Nobel Yayıncılık. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101 Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson. Konecnik, M. (2010). Destination branding: Theory and research. Lambert Academic Publishing. Kotler, P., Bowen, J. T., & Makens, J. C. (2022). Marketing for hospitality and tourism (8th ed.). Pearson. Lotka, A. J. (1926). The frequency distribution of scientific productivity. Journal of the Washington Academy of Sciences, 16(12), 317–324. Makhasi, G. Y. M., & Sari, S. D. L. (2017). Strategi branding pariwisata Indonesia untuk pemasaran mancanegara. ETTISAL: Journal of Communication, 2(2), 31–41. Moed, H. F. (2005). Citation analysis in research evaluation. Springer. Moilanen, T., & Rainisto, S. (2009). How to brand nations, cities and destinations. Palgrave Macmillan. Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: A comparative analysis. Scientometrics, 106(1), 213–228. https://doi.org/10.1007/s11192-015-1765-5 Morgan, N., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% pure: The creation of a powerful niche destination brand. Journal of Brand Management, 9(4), 335–354. https://doi.org/10.1057/palgrave.bm.2540082 Morgan, N., & Pritchard, A. (2007). Meeting the destination branding challenge. In Destination branding (pp. 73–92). Routledge. Muhuri, P. K., Shukla, A. K., & Abraham, A. (2019). Industry 4.0: A bibliometric analysis and detailed overview. Engineering Applications of Artificial Intelligence, 78, 218–235. https://doi.org/10.1016/j.engappai.2018.11.007 Murphy, P., Pritchard, M. P., & Smith, B. (2000). The destination product and its impact on traveller perceptions. Tourism Management, 21(1), 43–52. https://doi.org/10.1016/S0261-5177(99)00080-1 Murphy, L., Benckendorff, P., & Moscardo, G. (2007). Destination brand personality: Visitor perceptions of a regional tourism destination. Tourism Analysis, 12(5–6), 419–432. https://doi.org/10.3727/108354207783227948 Ninkov, A., Frank, J. R., & Maggio, L. A. (2022). Bibliometrics: Methods for studying academic publishing. Perspectives on Medical Education, 11(3), 173–176. https://doi.org/10.1007/s40037-021-00695-4 Pike, S. (2012). Destination marketing. Routledge. Pritchard, A. (1969). Statistical bibliography or bibliometrics? Journal of Documentation, 25(4), 348–349. Ritchie, J. R. B., & Ritchie, J. R. R. (1998, September). The branding of tourism destinations. Paper presented at the Annual Congress of the International Association of Scientific Experts in Tourism, Marrakech, Morocco. Ruzzier, M. K., & De Chernatony, L. (2013). Developing and applying a place brand identity model: The case of Slovenia. Journal of Business Research, 66(1), 45–52. https://doi.org/10.1016/j.jbusres.2012.05.023 Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207–222. https://doi.org/10.1111/1467-8551.00375 Trueman, M., Klemm, M., & Giroud, A. (2004). Can a city communicate? Bradford as a corporate brand. Corporate Communications: An International Journal, 9(4), 317–330. https://doi.org/10.1108/13563280410564057 Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3 Wallin, J. A. (2005). Bibliometric methods: Pitfalls and possibilities. Basic & Clinical Pharmacology & Toxicology, 97(5), 261–275. https://doi.org/10.1111/j.1742-7843.2005.pto_139.x Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629