Bibliometric Analysis of Brand Slogan in Event Tourism

Purpose: Marketing is a method that focuses on promoting companies' products and services. One of the main elements of promotion is the product or brand slogan. This study aimed to provide a bibliometric analysis of scientific documents on brand slogan research in event tourism.Methodology: This study used social network analysis to investigate co-authorship, co-occurrence of words, and cooperation coefficient. The research population consisted of studies of journals indexed in the Web Science database from ۲۰۰۶ to ۲۰۲۲, and ۲۹ articles about brand slogans in tourism were selected as samples and analyzed using VOSviewer software.Findings: The results showed that research on brand slogans in tourism reached the highest level in ۲۰۱۷, and the United States did the most research in this area. The most frequently repeated words between ۲۰۱۴ and ۲۰۱۶ included destination brand, destination image, slogan, and marketing communications, and after ۲۰۱۶, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in ۲۰۲۰. Most citations were related to Lee's (۲۰۰۶) article. The differences between keywords before and after ۲۰۲۰ indicate the importance of slogan design and appropriate slogans for tourism brand marketing.Originality: It is suggested that tourism managers use the related slogan of their tourism brand to promote and market it. Also, the results of this research will help researchers to consider current issues in the field of event tourism in future studies and to identify authentic publications in the field of brand and tourism and use authentic articles to write their articles.

کلیدواژه ها:

Competitiveness ، Marketing Communications ، Slogan Recall ، Sport Tourism ، Tourism Marketing