Strategic Development Associated with Branding in the Tourism Sector: Bibliometric Analysis and Systematic Review of the Literature between the Years 2000 to 2022

Campo Elías López-Rodríguez, Jorge Alexander Mora-Forero () and Ana León-Gómez
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Campo Elías López-Rodríguez: Faculty of Business Sciences, Corporación Universitaria Minuto de Dios—UNIMINUTO, Bogotá 763042, Colombia
Jorge Alexander Mora-Forero: Faculty of Business Sciences, Corporación Universitaria Minuto de Dios—UNIMINUTO, Bogotá 763042, Colombia
Ana León-Gómez: Finance and Accounting Department, University of Malaga, 29013 Malaga, Spain

Sustainability, 2022, vol. 14, issue 16, 1-19

Abstract: This study aims to identify research trends associated with the development of brand management in the tourism sector. To this end, bibliometric analysis has been carried out, using the R Core Team 20201-Bibliometrix software, on the scientific production, the most influential countries, authors, and journals, and the co-occurrence of keywords in the 1421 articles published to date in the Scopus database. This analysis was then complemented with a systematic qualitative evaluation using the PRISMA technique. The results obtained show the trend and impact of the literature published to date and the established and emerging research groups. Furthermore, they identify that research procedures related to brand communities, co-branding, brand architecture, positioning, and brand research in the tourism sector need to be strengthened. Therefore, this study identifies key research questions in a way that provides a planning framework for future research in this field.

Keywords: branding; brand value; tourism; bibliometrics (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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