Analisis Bibliometrik Perkembangan Penelitian Pemasaran Pada Sektor Pariwisata di Era Digital
DOI:
https://doi.org/10.37253/altasia.v7i2.10331Keywords:
pemasaran digital, pariwisata, analisis bibliometrik, era digital, VOSviewer, Scopus, klaster penelitianAbstract
Perkembangan teknologi digital telah mengubah industri pariwisata secara signifikan, khususnya di
bidang pemasaran. Penelitian ini bertujuan untuk memetakan tren, distribusi, dan arah penelitian yang
berkaitan dengan topik tersebut. Kesenjangan utama yang teridentifikasi adalah kurangnya studi
sistematis yang melacak evolusi dan interkoneksi tema-tema pemasaran pariwisata digital sejak
kemunculannya, di samping eksplorasi terbatas pada klaster tertentu seperti city branding, hospitality
pariwisata, dan event pariwisata. Masalah utama penelitian yang dibahas adalah kurangnya pemahaman
yang terstruktur tentang distribusi tema dan pola kolaborasi dalam literatur ilmiah. Penelitian ini
menggunakan pendekatan kualitatif melalui analisis bibliometrik, dengan meneliti 440 dokumen dari
database Scopus dari tahun 2020-2025, dan memvisualisasikan data menggunakan perangkat lunak
VOSviewer. Metode ini membantu dalam mengevaluasi tingkat produktivitas penulis, institusi, dan
negara, serta mengukur jumlah dokumen publikasi ilmiah. Temuan penelitian ini menunjukkan adanya
tren yang berkembang dalam publikasi, dengan kata kunci yang dominan termasuk “promosi”,
“manajemen”, dan “persepsi”, serta terbentuknya tujuh kelompok utama yang mewakili topik-topik
utama dalam pemasaran pariwisata digital. Studi ini menyimpulkan bahwa strategi pemasaran digital
semakin menjadi pusat dari transformasi global sektor pariwisata. Penelitian yang akan datang
direkomendasikan untuk mengeksplorasi lebih jauh klaster-klaster yang belum berkembang, fokus pada
regionak tertentu seperti ASEAN dan negara-negara berkembang seperti Indonesia, serta
mengintegrasikan analisis bibliometrik dengan analisis konten atau jejaring sosial untuk memperkaya
pemetaan keilmuan yang sudah ada.
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