Digital Marketing Strategy and its Impact on Image and Traveler Decision: A Bibliometric Study

Abstract

This study aims to map the development of the literature on digital marketing strategies in the tourism sector, with a focus on their impact on destination image and tourist decisions. Using a data-driven bibliometric approach based on Scopus data from 2009 to 2025, a total of 288 articles were analyzed to identify publication trends, dominant keywords, leading authors and institutions, as well as remaining research gaps. The analysis results show a significant increase in the number of publications post-2018, particularly following the COVID-19 pandemic, which accelerated digital transformation in the tourism sector. Data visualization via VOSviewer identified 14 main clusters, with five dominant themes covering digital strategies, e-WOM, consumer behavior, Generation Z engagement, and destination sustainability. The most productive journal is Sustainability, with significant contributions from authors and institutions in Indonesia, India, and Portugal. This study also identified important gaps, including a lack of research on consumer engagement, the use of advanced quantitative methods such as PLS-SEM, and the limited representation of developing country contexts in the existing literature. These findings make a significant contribution to mapping the literature and guiding strategic directions for future research, particularly research focused on the utilization of advanced technologies, content personalization, and a deep understanding of digital traveler behavior.