Digital tourism research: a bibliometric visualisation review (2002–2023) and research agenda

Purpose This study aims to review the diversified existing literature on digital tourism from 2002 to 2023 using bibliometric analysis to present a holistic review of the current scientific structure of digital tourism and sets the future research agenda. Design/methodology/approach A detailed search of 646 SSCI articles collected from the Web of Science Core Collection (WOSCC) database was analysed through CiteSpace. Findings The findings indicate that developed countries are at the core of the co-authorship network, although developing countries represented by China increasingly contribute valued research findings. The conceptual structure of digital tourism mainly evolves from exploration (2002–2006), and acceleration (2007–2014), to diversification (2015-2023), with the most recent focus on consumer-oriented value creation and potential technological risks. Three well-established thematic groups have been identified, namely, technological innovation and application, destination digital management and consumer value creation. Constructive insights for future research are also offered, including digital scenarios, digital production and digital governance. Practical implications The research helps scholars and practitioners grasp the current issues and needs of digital tourism and provides a guide for policymakers in the tourism industry who seek to intelligently improve tourism performance. Originality/value This study thoroughly evaluates 22 years of digital tourism literature through bibliometric analysis. It creates a framework for understanding how digital tourism is theorised and developed and indicates future research directions.