Bibliometric Analysis of Brand Slogan in Event Tourism

Abdollahnezhad, Faezeh; Andam, Reza; Bahrololoum, Hassan; Rajabi, Mojtaba

doi:10.22051/sbj.2024.46243.1138

Document Type : Review article

Authors

¹ PhD Student in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran.

² Associate Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran.

³ Assistant Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technohogy, Shahrood, Iran.

https://doi.org/10.22051/sbj.2024.46243.1138

Abstract

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 2006 to 2022, and 29 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 2017, and the United States did the most research in this area. The most frequently repeated words between 2014 and 2016 included destination brand, destination image, slogan, and marketing communications, and after 2016, the words "destination slogan" and "location identity" were repeated. Tourism slogans, logos, slogans, and products were the most frequent in 2020. Most citations were related to Lee's (2006) article. The differences between keywords before and after 2020 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.

Keywords

References

Aaker, D. A. (2003). The Power of the Branded Differentiator. MIT Sloan Management Review. https://books.google.com/books?id=YdUkGwAACAAJ

Aaker, D. A. (2012). Building Strong Brands. Simon & Schuster, Limited. https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1992751

Abdollahnezhad, f., Andam, R., & Rajabi, m. (2023). Bibliometric Analysis of Service Quality in Sports Tourism. Journal of Tourism and Development, -. https://doi.org/10.22034/jtd.2023.412562.2811

Bosanac, S., Matešić, M., & Tolić, N. (2009, November 4-6 ). Telling the Future of Information Sciences: Co-Word Analysis of Keywords in Scientific Literature Produced at the Department of Information Sciences in Zagreb. 2nd International Conference “The Future of Information Sciences: INFuture2009 – Digital Resources and Knowledge Sharing” Zagreb, Croatia. http://darhiv.ffzg.unizg.hr/id/eprint/8418/

Brown, T., & Katz, B. (2011). Change by Design. Journal of Product Innovation Management, 28, 381-383. https://doi.org/10.1111/j.1540-5885.2011.00806.x

Choi, Y. G., Ok, C. M., & Hyun, S. S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty. International Journal of Contemporary Hospitality Management, 29(4), 1185-1202. https://doi.org/10.1108/IJCHM-11-2014-0601

Daye, M. (2010, 2010/01/01). Challenges and prospects of differentiating destination brands: The case of the Dutch Caribbean islands. Journal of Travel & Tourism Marketing, 27(1), 1-13. https://doi.org/10.1080/10548400903534725

De Jager, A. E. (2010). How Dull is Dullstroom? Exploring the Tourism Destination Image of Dullstroom. Tourism Geographies, 12(3), 349-370. https://doi.org/10.1080/14616688.2010.495757

de San Eugenio Vela, J., Nogué, J., & Govers, R. (2017). Visual landscape as a key element of place branding. Journal of Place Management and Development, 10(1), 23-44. https://doi.org/10.1108/JPMD-09-2016-0060

Ebadollah Amoughin, J., Sharif Moghadam, H., & Ziaei, S. (2019). A Review of Important Indicators in Scientomerics (Co-Citation & Co-Word) and the Necessity of Using Them in Scientific Products Analysis. Comparative Interpretation Research, 4(2), 297-321. https://doi.org/10.22091/ptt.2018.3074.1446

Emami, Z., Hariri, N., Khamseh, M. E., & Nooshinfard, F. (2016). Mapping Scientific Output of Thyroid Disease Publications in Iran and the Middleast: A Scientometric Study [Original]. Iranian Journal of Endocrinology and Metabolism, 18(1), 1-9. http://ijem.sbmu.ac.ir/article-1-2041-en.html

Ferrand, A., & McCarthy, S. (2008). Marketing the Sports Organisation: Building Networks and Relationships. Taylor & Francis. https://books.google.com/books?id=YX98AgAAQBAJ

Hamlin, C., & Peters, G. (2018). Consumindo Como Uma Garota: Subjetivação E Empoderamento Na Publicidade Voltada Para Mulheres. Lua Nova: Revista de Cultura e Política(103), 167-202. https://doi.org/10.1590/0102-138/103

Hart, C. (1998). Doing a Literature Review: Releasing the Social Science Research Imagination. SAGE Publications. https://books.google.com/books?id=haMOAQAAMAAJ

Hwang, J., & Hyun, S. S. (2012). The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Pacific Journal of Tourism Research, 17(6), 656-683. https://doi.org/10.1080/10941665.2011.640697

Janssens, F., Leta, J., Glänzel, W., & De Moor, B. (2006). Towards mapping library and information science. Information processing & management, 42(6), 1614-1642. https://doi.org/10.1016/j.ipm.2006.03.025

Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall. https://books.google.com/books?id=_WvErQEACAAJ

Kohli, C., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50(5), 415-422. https://doi.org/10.1016/j.bushor.2007.05.002

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of consumer marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270

Lee, G., Cai, L. A., & O’Leary, J. T. (2006). WWW.Branding.States.US:An analysis of brand-building elements in the US state tourism websites. Tourism Management, 27(5), 815-828. https://doi.org/10.1016/j.tourman.2005.05.016

Lehto, X. Y., Lee, G., & Ismail, J. (2014). Measuring congruence of affective images of destinations and their slogans. International Journal of Tourism Research, 16(3), 250-260. https://doi.org/10.1002/jtr.1923

Lourenção, M., de Moura Engracia Giraldi, J., & de Oliveira, J. H. C. (2020). Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness. Annals of Tourism Research, 84, 103001. https://doi.org/10.1016/j.annals.2020.103001

Makkizadeh, F., & Hazery, A. (2017). Thematic Map of Articles Pertaining to Addiction Using Social Network Analysis in MEDLINE Database [Research]. Research on Addiction, 11(41), 65-84. http://etiadpajohi.ir/article-1-1133-en.html

Malanski, D., & Peña, E. F. (2023). A Mulatto Brazil – the narrative of the Dionysian character of Brazilian society in the 2014 FIFA World Cup. National Identities, 25(4), 423-439. https://doi.org/10.1080/14608944.2022.2125941

Nuttavuthisit, K. (2007). Branding Thailand: Correcting the negative image of sex tourism. Place Branding and Public Diplomacy, 3(1), 21-30. https://doi.org/10.1057/palgrave.pb.6000045

Oliveira, E. H. D. S. (2015). Place branding in strategic spatial planning. Journal of Place Management and Development, 8(1), 23-50. https://doi.org/10.1108/JPMD-12-2014-0031

Osareh, F., Ahmadi, H., Heidari, G., & Hosseini, B. M. (2017). Mapping and Analysis of Iranian Conceptual Network of the Structure of Scientometrics. Journal of Studies in Library and Information Science, 9(21), 1-20. https://doi.org/10.22055/slis.2018.11650

Pike, S. (2004). Destination brand positioning slogans – towards the development of a set of accountability criteria. Acta Turistica, 16. https://eprints.qut.edu.au/6354/

Qu, Y., Dong, Y., & Xu, F. (2022). The convergence or divergence of design characteristics in determining the recall and persuasiveness of seaside destination slogans. Tourism Management, 91, 104499. https://doi.org/10.1016/j.tourman.2022.104499

Richardson, J., & Cohen, J. (2012). State slogans: The case of the missing USP. In Communication and Channel Systems in Tourism Marketing (pp. 91-109). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9780203058138-7/state-slogans-john-richardson-judy-cohen

Ritchie, B. W., & Adair, D. (2004). Sport Tourism: Interrelationships, Impacts and Issues. Multilingual Matters. https://books.google.com/books?id=IJeAIdriQxoC

Rodríguez-López, M. E., Alcántara-Pilar, J. M., Del Barrio-García, S., & Muñoz-Leiva, F. (2020). A review of restaurant research in the last two decades: A bibliometric analysis. International Journal of Hospitality Management, 87, 102387. https://doi.org/https://doi.org/10.1016/j.ijhm.2019.102387

Thwaites, D., & Chadwick, S. (2013). Service quality perspectives in sport tourism. In Sport Tourism (pp. 189-205). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9780203338919-11/service-quality-perspectives-sport-tourism-des-thwaites-simon-chadwick

Yaminfirooz, M., Tahmasbi, K., & Amiri, S. (2018). Analysis and visualization of Iranian scientific activities on thalassemia according to scientometric indicators [Orginal]. Caspian Journal of Scientometrics, 5(1), 53-67. https://doi.org/10.22088/cjs.5.1.53

Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of The Academy of Marketing Science - J ACAD MARK SCI, 28, 195-211. https://doi.org/10.1177/0092070300282002

Zancanaro, A., Todesco, J. L., & Ramos, F. (2015). A Bibliometric Mapping of Open Educational Resources. International Review of Research in Open and Distance Learning, 16, 1-23. https://doi.org/10.19173/irrodl.v16i1.1960

Zhang, C., Moreira, M. R. A., & Sousa, P. S. A. (2021). A bibliometric view on the use of total quality management in services. Total Quality Management & Business Excellence, 32(13-14), 1466-1493. https://doi.org/10.1080/14783363.2020.1732811

Zhang, H., Gursoy, D., & Xu, H. (2016). The Effects of Associative Slogans on Tourists’ Attitudes and Travel Intention: The Moderating Effects of Need for Cognition and Familiarity. Journal of Travel Research, 56(2), 206-220. https://doi.org/10.1177/0047287515627029

Sports Business Journal

Bibliometric Analysis of Brand Slogan in Event Tourism

References

References

Volume 4, Issue 2 - Serial Number 10
June 2024
Pages 13-33

Bibliometric Analysis of Brand Slogan in Event Tourism

References

References

Volume 4, Issue 2 - Serial Number 10June 2024Pages 13-33

Volume 4, Issue 2 - Serial Number 10
June 2024
Pages 13-33