BIBLIOMETRIC ANALYSIS OF ARTICLES ON BRAND EVANGELISM IN TOURISM

Brand evangelism, which is important for businesses, refers to consumers trying to persuade other consumers choosing the brand they prefer. As in all sectors, the tourism sector also aims to survive in an intensely competitive environment. In this respect, brand evangelism can make significant contributions to the sector as a type of positive word-of-mouth communication. On the other hand, it is determined that the concept has not been studied much in tourism literature and it is assumed that it has the feature of being an important field of study for both the sector and researchers. The studies revealing the general trends and characteristics of the subject of brand evangelism in tourism literature are quite limited. The aim of this research is to conduct a bibliometric analysis of brand evangelism studies in the field of tourism indexed in the Web of Science database. In this context, 1750 articles published between 1984-2024 were analyzed with the “Biblioshiny” package in the RStudio program. According to analysis results, the most effective journals, authors, countries, word analyses, thematic map and various bibliometric indicators such as Lotka Law compliance in the field of brand evangelism were presented. It was concluded that the most productive journal in the field was Journal of Travel & Tourism Marketing and the most productive author was Heesup Han. While a significant increase in the number of articles on the subject of brand evangelism has been observed over the years, some other findings reached include the subjects of “satisfaction”, “model” and “tourism” being among the trending topics in recent years. The study is thought to be useful for revealing the general view of the field of brand evangelism research in the field of tourism and guiding future research.