Big data in tourism marketingpast research and future opportunities

  1. Sofía Blanco-Moreno 1
  2. Ana M. González-Fernández 1
  3. Pablo Antonio Muñoz-Gallego 2
  1. 1 Universidad de León
    info

    Universidad de León

    León, España

    ROR https://ror.org/02tzt0b78

  2. 2 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Year of publication: 2024

Issue Title: Fostering Marketing Discipline through Literature Reviews

Volume: 28

Issue: 3

Type: Article

DOI: 10.1108/SJME-06-2022-0134 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Spanish journal of marketing-ESIC

Sustainable development goals

Abstract

Purpose The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research. Design/methodology/approach The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map. Findings The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: “destination marketing,” “mobility patterns,” “co-creation,” “gastronomy,” “sustainability,” “tourist behavior,” “market segmentation,” “artificial neural networks,” “pricing” and “tourist satisfaction.” Originality/value This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.

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