Fuente: Sustainability - Revista científica (MDPI) Sustainability, Vol. 17, Pages 11244: Marketing and Innovation in Tourism: An Analysis of Scientific Production in Scopus and WoS
Sustainability doi: 10.3390/su172411244
Authors:
Glessler Vladimir Ramos-Giral
Cristinel Petrișor Constantin
Rodolfo Pérez Lavandera

The tourism sector faces constant changes in consumption patterns, competition, and globalisation, which require strategic adaptations. In this sense, marketing and innovation are relevant factors in tourism research, guiding the development of innovative strategies and practices. In this study, we conducted a bibliometric analysis of scientific production on marketing and innovation in tourism using Web of Science and Scopus as reference databases. Productivity, impact and collaboration indicators were evaluated, and co-occurrence analysis, thematic maps and factor analysis were applied to identify trends and relationships between topics. The results show sustained growth in the literature in recent decades, identifying five main thematic clusters and emerging trends in technology, sustainability, and collaboration. Spain and China stand out as the countries with the highest scientific output in this field, supported by international collaboration networks. These findings provide a basis for future research on how innovation and sustainability can influence business practice and tourism planning.