Tourism Marketing: a bibliometric and sociometric review from 2002 to 2022 at Scopus
Abstract
As in any area of knowledge, tourism is a field of investigation that presents an evolution in its academic production through two factors: (i) production; (ii) appropriation of concepts. Thinking about these two factors, this article aims to verify how tourism marketing has been investigated in academic research in tourism in the last 20 years. The dynamics of appropriation of knowledge from related areas is a way that tourism research has found to explain phenomena, movements and social dynamics that are not originally in its scope of observation. In this way, the concept of marketing, originally coined by the management, is also found in this hall of appropriations. In relation to the objective of this work and in the search for an expansion in the understanding of the research bases of tourism, the following specific objectives were established: to identify the themes that are correlated to marketing and that affect the scientific production on what we know as tourism marketing; identify which theorists stand out in this research effort and expansion of the area. By focusing on these objectives, this article, through bibliometric and sociometric methods, investigated the production, diffusion and appropriation of the concept through research carried out with the Scopus database. As main research results, it was noted that tourism marketing presented a heterogeneity of themes in its studies. As well, homogeneous clusters of researchers were not identified. Through these contributions, it is expected to demonstrate the existence of possibilities of expansion in tourism knowledge, understanding that the ability to 'appropriate' concepts can be explored, if there is a conscious adaptation to the social phenomenon of tourism research presented in the international literature.
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