BIOMETRIC ANALYSIS OF POSTGRADUATE THESES WRITTEN ON DIGITAL MARKETING IN TOURISM SECTOR IN

The aim of this study is to evaluate the postgraduate theses on digital marketing in the tourism sector by using bibliometric analysis method. In this context, 16 thesis studies obtained from the National Thesis Centre (YÖKTEZ) database between 2016-2023 were examined. These studies were evaluated according to their keywords, years, types and research methods. The findings show that the number of undergraduate theses written in the field of digital marketing in the tourism sector in Turkey is increasing. It was determined that almost all of the theses were written at master's level, using qualitative research methods and focused on hotel businesses, which are the cornerstone of the sector. The findings of the study will constitute an important source to reveal the status of academic research on digital marketing practices in the field of tourism and to identify trends in this field. In addition, it is recommended that it be expanded to include scientific articles in order to enrich the literature on this subject for future research.