What to Say: Demystifying Tourism Content Marketing Strategy

Abstract

The growing importance of social media in the tourism domain has led to an accelerated growth of research in the past decade. Through a systematic literature review, this study offers an overview of researched contexts and topics, identifies gaps in the literature, and suggests a comprehensive agenda for future research. We also present quantitative, visualization-rich results employing bibliometric citation and content analysis of 94 articles covering social media content strategy across 43 journals published from 2012 to 2022. The cocitation analysis on cited references revealed four clusters. A detailed analysis of the most influential journals/articles in the area, theories employed, research context, variables tested (characteristics), and methods used is also provided. The study finally outlines eight directional themes for advancing research in this domain. The study’s findings can help academics, practitioners, and policymakers comprehend the latest developments and significant trends influencing social media content strategy in the tourism domain.