MAPPING THE SCIENTIFIC LANDSCAPE OF BLUE TOURISM: DIGITAL MARKETING, SUSTAINABILITY, AND RESEARCH TRENDS

Technology has changed our lives in many ways, including in an important sector worldwide, blue tourism.Online marketing and e-commerce have transformed how tourists plan and experience their vacations, influencing how they "consume" tourism and the impact on climate and sustainability through artificial intelligence-based information dissemination and awareness-raising.This paper explores this phenomenon through a bibliometric analysis of the literature on blue tourism.There are many academic papers on narrow topics, although not as many as expected, related to blue tourism.The analysis revealed that sustainability and marketing are the two most studied topics, with a relatively wide range of cooperation networks worldwide.The findings on the impact of technological development in e-commerce and digital marketing on individual time management in Blue Tourism and on awareness of its importance and sustainability will help researchers in the field, marketers, other stakeholders, and policymakers give the topic the attention it deserves.