Title: Knowledge clusters and impact of digital transformation on tourism and hospitality marketing mix

Authors: Shekhar; Marco Valeri

Addresses: Faculty of Management Studies, University of Delhi, Prof ND Kapoor Marg, Opp. Kirorimal College, Delhi School of Economics, University Enclave, New Delhi, Delhi, 110007, India ' Faculty of Economics, Niccolò Cusano University, Don Gnocchi Street, 3 – 00166 Rome, Italy

Abstract: The paper aims to synthesise the knowledge on novel digital technologies that have brought a transformation in the tourism and hospitality's products, pricing, place, and promotional (together known as marketing mix) strategies. The paper carries out a bibliometric analysis using VOSviewer, Science of Science (Sci2), and Gephi on 1424 journal papers published in Web of Science-indexed journals from 1995 to 2022. The descriptive analysis suggests that there has been a sudden increase in the publication trend and much of the focus of academics is on the influence of digital transformation (DT) on the promotion of tourism. The results from thematic analysis highlight a lack of research on using technology to extend the life cycle of products, moving up in product layers, balancing the 4Ps in the tourism marketing mix, and increasing marketing mix effectiveness. The paper recommends studying digitalisation's effects on the tourism product line, pricing policy, knowledge sharing, and technology-led co-creation.

Keywords: digital transformation; tourism; hospitality; marketing mix; bibliometrics; digitalisation.

DOI: 10.1504/IJTP.2024.137157

International Journal of Tourism Policy, 2024 Vol.14 No.2, pp.173 - 187

Received: 04 Feb 2023
Accepted: 21 Apr 2023
Published online: 04 Mar 2024 *

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