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

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.

Autores	Saltos-Cruz, Gabriel (57467165400); Araque-Jaramillo, Wilson (57467021300); Saltos-Cruz, Carlos (57673075400)
Año	2022
DOI	10.52080/rvgluz.27.7.13
Fuente	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85129748068&doi=10.52080%2frvgluz.27.7.13&partnerID=40&md5=7ab6e08bf9f88fe11a4cee81b5dc34fe
Afiliaciones	Universidad Andina Simón, Bolívar, Ecuador; Universidad Técnica de Ambato (UTA), Ecuador
Tipo de acceso abierto	All Open Access; Gold Open Access; Green Open Access
Referencia	Scopus
Artículo obtenido de:	Scopus

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

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