Covid-19 and Destination Marketing: A Science Mapping and Descriptive Analysis

Document Type : Review article


VIT Business School, Vellore Institute of Technology, Vellore, Tamilnadu, India


One of the sectors worst affected by the pandemic is the tourism sector. The present study conducted a bibliometric analysis on the theme ‘COVID-19 and destination marketing’. It was found that China, Spain, and the USA have conducted maximum research on the theme above. According to Bradford’s law, Sustainability (Switzerland), the Journal of Destination Marketing and Management, and Current Issues in Tourism were the top journals publishing papers related to the theme. Kin J was the most productive author. Journal clustering revealed the formation of three clusters namely tourism, health /environmental, and technical clusters. Amid the pandemic, extensive research was conducted on tourism destinations, development, and perception. Researchers may shift their focus from their themes. Human rights and tourism were COVID-19's driving themes. These issues have been thoroughly explored in the literature and may direct researchers' attention toward a thorough assessment of the literature. Tourism, climate change, and the leisure industry were grouped under a specific theme for COVID-19. To characterize COVID-19-induced destination marketing and its behaviors, more research is needed to comprehend the intricacies of this theme. Ecotourism and sustainable tourism are promising areas for future research.


Main Subjects

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