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Review Papers | Tourism | Indonesia | Volume 12 Issue 7, July 2023 | Rating: 5.4 / 10

Systematic Literature Review: Analysis on Tourism Marketing during the COVID-19 Pandemic

Dritin Isfhanavia | Eko Priyo Purnomo | Ernani Hadiyati

Abstract: Purpose: This study uses the systematic literature review method to review the results of research that have been carried out and published related to tourism marketing during the COVID-19 pandemic. Design/Methodology/Approach: The SLR method is carried out systematically by following stages and protocols that allow the literature review process to avoid biases and subjective understanding from the researcher. The source of data obtained from the Scopus database is in the form of reputable international journal articles with time series data for 2019-2023, which received 369 journal articles and limited based on the top ten journal articles that are most relevant to the research study, namely "Tourism Marketing" AND "COVID-19 Pandemic," Results: First, the trend of research topics in marketing is one of the dominant issues faced because tourism is one of the sectors greatly affected by the COVID-19 pandemic. The shift in the tourism marketing process during the COVID-19 pandemic is a challenge for the tourism sector, to rise from the COVID-19 pandemic. Second, the results of the Systematic Literature Review analysis of tourism marketing studies during the COVID-19 pandemic show that tourism marketing requires strategy, innovation, adaptation, models, synergies, collaborations, and information and communication technology adoption. Originality / Value: This research results from a summary review with the Systematic Analysis Review analysis method, which discusses the theme of tourism marketing studies during the COVID-19 pandemic. In addition, this article provides recommendations on future challenges and variables that are relevant as a basic study in dealing with the tourism crisis.

Keywords: Tourism Marketing, COVID-19, Pandemic

Edition: Volume 12 Issue 7, July 2023,

Pages: 1872 - 1880