The Role of Digital Marketing in Tourism: A Bibliometric Analysis of Scientific Output in Indexed Journals from 2014 to 2024

Abstract

Digital marketing strategies have emerged as essential instruments to strengthen destination visibility and optimize user interaction. Consequently, within this Digital technology has become the tourism sector’s element for the competitive development, driving innovative models of management, communication, and visitor engagement. framework, digital transformation fosters opportunities for innovation, diversification of tourism products, and the design of personalized experiences. This work seeks to quantitative and descriptive methodology and approach was adopted analyse the scientific evolution of digital marketing in tourism through a bibliometric examination of indexed publications in the Scopus database from 2014 to 2024. Utilizing VOSviewer software to map co-authorship networks, keyword co-occurrence, and thematic trends. The results indicate sustained growth in specialized literature, rising from a single publication in 2014 to 106 in 2024, the findings confirm that digital marketing constitutes a strategic pillar for tourism competitiveness and reflecting the increasing academic and professional interest in tourism Overall, aimed at enhancing visitor experiences, optimizing data-driven decision-making, and reinforcing destination presence within hybrid physical–digital environments digitalization. Five thematic clusters were identified, encompassing digital marketing, artificial intelligence, consumer behaviour, and social media applications. These contributes to a deeper understanding of current dynamics in the field and establish a foundation for future specialized research