A Systematic Review of Brand Love in Tourism Research

This study aims to carry out a systematic review of scientific production involving brand love in tourism research. This is a descriptive research with a qualitative approach. To this end, articles were searched in the Scopus and Web of Science databases based on the terms "brand love" and "tourism", between 2015 and 2021, resulting in a final sample of 21 studies. For the analysis of the publications, which was based on three analytical categories, the Iramuteq software was used, in which the Descending Hierarchical Classification (DHC), the Factor Correspondence Analysis (FCA) and the word cloud were performed. The results allowed extracting five clusters: (1) tourist destinations; (2) hotel developments; (3) culture; (4) role of the resident; and (5) tourist consumption. It was also possible to list recommendations for future research based on the evaluated studies. This research provides informational subsidies about the scientific production on brand love in tourism/hospitality. Researchers in the area will be able to take advantage of an overview of studies in this area, in order to continue the development of the construct in the tourist scenario, since this topic is still recent in research in tourism.