Tourism marketing strategies and plans: A systematic literature review

Download This Article

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The recognition of the tourism industry as a major contributor to the national income has caused this industry to become one of the most prominent industries globally and faces cutthroat competition from its peer industries (Kumar & Kumar, 2018). Marketing in the tourism industry is a necessity for its survival and it has wide applications in the tourism business (Ciriković, 2014). In this paper, marketing strategies to promote the tourism industry have been analyzed via a systematic literature review summarizing 32 research articles published between 2000 and 2023 from the Google Scholar database. A sample of 32 scholarly papers from journals, conferences, and a book chapter were selected for the study using five inclusion and exclusion criteria developed by us. The results of the study were analyzed using five research questions developed by us. The findings of the study indicated that marketing impacts the tourism industry encompassing economic benefits, consumption, product development, industrial development, cultural heritage, environmental conservation, community development, sustainability, innovation, artificial intelligence (AI), and within the context of marketing tourism, sustainability, innovation, cultural heritage, and AI. The knowledge gap and recommendations for future research discussed in the study will be helpful to policymakers, researchers, and tourism planners.

Keywords: Tourism Marketing, Systematic Literature Review, Tourism Growth and Development

Authors’ individual contribution: Conceptualization — M.B. and G.S.; Methodology — M.B.; Validation — M.B. and G.S.; Formal Analysis — M.B. and G.S.; Investigation — M.B.; Writing — Original Draft — M.B.; Writing — Review & Editing — M.B. and G.S.; Visualization — M.B. and G.S.; Supervision — M.B. and G.S.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: L83, L89, M31, O14, Z32

Received: 19.05.2024
Revised: 27.09.2024; 14.03.2025
Accepted: 01.04.2025
Published online: 04.04.2025

How to cite this paper: Basumatary, M., & Sarma, G. (2025). Tourism marketing strategies and plans: A systematic literature review. Corporate & Business Strategy Review, 6(2), 40–51. https://doi.org/10.22495/cbsrv6i2art4