DIGITAL TOURISM MARKETING IN LATIN AMERICA: A BIBLIOMETRIC STUDY 2010-2019

Information and Communication Technologies and the Internet have transformed the tourism industry, in this sense, digital marketing has become a crucial area and focus of attention for businesses worldwide. The objective of this study is to use bibliometric indicators to review the relevant literature related to digital marketing in the Latin American context. The information and the main trends in this area are represented and mapped using the following software: Bibexcel, Excel, Pajek and VOSviewer. A total of 105 documents found in the databases: Scopus, Sciencidirect and Scielo were registered during the period 2010-2019. The analysis indicates that: (1) the literature on digital marketing in the field of tourism is gradually growing; (2) only four papers reached more than 60 citations, with few prolific authors; (3) of the 49 journals included in the review, Estudios y perspectivas en turismo published 29% of the articles; (4) in terms of papers and citations, Brazil is the country leader in this topic; (5) according to the keyword trend network analysis, Digital marketing is becoming a strategic approach for tourism companies and destinations.