Investigación en city marketing: un análisis bibliométrico

Contenido principal del artículo

Autores

Carlos Fernando Osorio-Andrade https://orcid.org/0000-0002-5095-4991
Claudia Patricia Murcia-Zorrilla https://orcid.org/0000-0002-5387-9210
Edwin Arango-Espinal https://orcid.org/0000-0002-2231-3513

Resumen

El marketing de ciudades (MC) hace referencia a la práctica de promocionar y vender ciudades, pueblos o regiones a un mercado objetivo específico. En los últimos años, el interés académico, político y gerencial en el MC ha crecido de manera sostenida, convirtiéndose en uno de los campos de más rápido crecimiento dentro del mercadeo y el estudio del turismo. Bajo esta óptica, el objetivo de esta investigación es analizar el cuerpo de literatura desarrollada alrededor del MC con el fin de construir indicadores de producción científica. Concretamente, se hace uso de la bibliometría y la base de datos Web of Science, en la que se emplearon los términos de búsqueda city marketing y city branding de manera no excluyente. Así mismo, se identifica la evolución de la producción científica, las principales revistas académicas, los autores más prolíficos y de mayor citación, las áreas del conocimiento que intervienen en el campo del MC y los conceptos o tópicos que se han estudiado con mayor ahínco. Los resultados sugieren que los estudios de MC han aumentado desde el 2015, pues las revistas científicas que publican una mayor cantidad de investigaciones en el campo han mejorado su clasificación SJR (Scimago Journal and Country Rank); además, se pudo establecer que la mayor cantidad de artículos desarrollados pertenecen a países angloparlantes y europeos.

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Detalles del artículo

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