Mapping the Research Landscape of Green Marketing and Sustainable Tourism: A Bibliometric Perspective

Background: Through bibliometric analysis, this study offers a systematic understanding of green marketing and sustainable tourism research, contributing to the academic discourse and offering a foundation for future scholarly work in this evolving field. Purpose: This study aims to conduct a comprehensive analysis of the existing literature on green marketing and sustainable tourism. Additionally, it seeks to identify emerging trends and propose a future research agenda within this domain. Methods: A thorough review was conducted on a dataset of 117 articles sourced from the Scopus database, spanning the years 1999 to 2023. Using the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) methodology, bibliometric techniques, including science mapping and performance analysis, were applied with VOSviewer to evaluate the selected literature. Results: The study reveals a structured overview of current scientific research on green marketing and sustainable tourism. The majority of publications originate from developed countries, with a notable increase in international research collaborations over recent years. Key themes and emerging trends were identified through keyword co-occurrence, suggesting future research opportunities in sustainable practices within the tourism sector. Conclusion: This analysis highlights patterns in the literature on green marketing and sustainable tourism, providing valuable insights for tourism industry stakeholders. The findings can aid researchers and organizations in developing strategic initiatives that align with sustainable practices.