The Evolution of Innovative Marketing and Branding in Tourism: A Systematic Review of Entrepreneurial Challenges and Strategic Trends

This paper evaluates the impact of innovative destination marketing and branding strategies on the business performance of tourism entrepreneurs based on the analysis of previous studies. By using a systematic review method, this study analyzes English-language articles published from 2005 to 2024 on the Web of Science to explore these strategies from an entrepreneurial perspective. The research questions were formulated using the PICO (Population, Intervention, Comparison, and Outcome) framework. Only high-quality journals indexed in the Social Sciences Citation Index (SSCI) were included. The findings reveal that adopting open innovation frameworks and big data analytics significantly enhances the competitive strategies of tourism small and medium-sized enterprises (SMEs), enabling them to maintain market relevance in a fast-changing industry. Furthermore, the study illustrates the progression of marketing strategies from "image" marketing to "technological innovation" over time. Key challenges are identified, including aligning branding with consumer expectations and integrating new technologies. These insights are essential for destination marketing organizations, marketers, and brand developers aiming to leverage innovation to boost business performance in tourism.