Inbound marketing in the hospitality industry: A systematic review of the last 12 years

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Title: Inbound marketing in the hospitality industry: A systematic review of the last 12 years
Authors: Romero Montero, Andrés | Sellers Rubio, Ricardo | Cely Álvarez, Adriana
Research Group/s: Marketing
Center, Department or Service: Universidad de Alicante. Departamento de Marketing
Keywords: Inbound marketing | Marketing digital | Bibliometric analysis | Scientific mapping | Hotel industry | Marketing 5.0
Issue Date: 7-Sep-2023
Publisher: Universidad de Huelva. Servicio de Publicaciones
Citation: Enlightening Tourism. A Pathmaking Journal. 2023, 13(1): 86-125. https://doi.org/10.33776/et.v13i1.7291
Abstract: This paper aims to analyse and investigate the evolution of digital marketing tools and strategies used by inbound marketing in the main journals related to this term and topics linked to the hospitality industry. The results obtained show a progressive increase in the number of publications analysing inbound marketing tools in recent years (2010-2021) and point to the construction of a paradigm based on a Marketing 5.0. A high rotation of topics has also been detected, describing a dynamic and fluctuating research field. It is recommended that more research be carried out on inbound marketing (as a strategic model of structured marketing) to allow for an integrative vision of technologies, which until now have been analysed without a definite link to the hotel business.
URI: http://hdl.handle.net/10045/137398
ISSN: 2174-548X
DOI: 10.33776/et.v13i1.7291
Language: eng
Type: info:eu-repo/semantics/article
Rights: Licencia Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0
Peer Review: si
Publisher version: https://doi.org/10.33776/et.v13i1.7291
Appears in Collections:INV - MKT - Artículos de Revistas

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