Developing an eMarketing model for tourism and hospitality: a keyword analysis

Abstract

Purpose Tourism and hospitality are industries that have been dramatically transformed by information technology (IT). This study aims to use a keyword analysis to quantitatively review how IT reshaped these industries. Design/methodology/approach In total, 3,282 keywords were collected from 24 high-impact tourism and hospitality journals and a social network analysis was used for the analysis. Findings This study contributes to research and practice by providing a visual digital knowledge map for tourism and hospitality, and seven research hotspots were identified from the results of the keyword analysis. Research limitations/implications A parsimonious eMarketing model for tourism and hospitality is proposed to direct future studies concerning these themes and guide practitioners in allocating the appropriate resources for IT investment. Originality/value This map not only identifies seven themes that explain, which and how IT-related factors influence tourism and hospitality but also demonstrates the patterns and intellectual structure of the related body of knowledge. The trend analysis indicates how IT transforms the tourism and hospitality industries in terms of mode and scope.