The 60-year journey of communication in tourism: A bibliometric analysis

Background: The convergence of tourism and communication has evolved substantially over the past 60 years, driven by the pervasive influence of Information and Communication Technologies (ICTs). As these domains have increasingly intersected, tourism communication has emerged as a vital field of academic inquiry.
Aim: This study advances the field of tourism communication by identifying key convergence points between tourism and communication scholarship and by outlining a structured research agenda for the future.
Setting: The analysis focused on peer-reviewed journal articles in the social sciences indexed in the Scopus database, with specific emphasis on English-language publications addressing tourism and communication.
Method: It employed bibliometrics to analyze 3597 publications using performance analysis and science mapping. VOSviewer and Biblioshiny were used to visualise institutional and thematic networks within the field.
Results: It revealed prominent publication trends, influential authors and institutions, and emerging thematic clusters, which encompass the role of ICT and social media in tourism management, social context mobile (SoCoMo) marketing strategies, user-generated content in tourism communication, smart tourism and destination marketing.
Conclusion: It demonstrates that tourism communication has matured into a distinct and dynamic research area. The identification of key themes provides valuable direction for future studies. The practical implications include the integration of social media and ICT use into the tourism business, the adoption of resilient crisis management strategies, and the sustainable practices in the tourism sector.
Contribution: This study offers a comprehensive overview of six decades of research in tourism communication and by establishing a robust foundation for future scholarly exploration in this interdisciplinary field.