Innovations in Hospitality Marketing

Innovation is the key to survival for individuals, businesses, and societies alike. In today's fast-paced and evolving environment, adopting a problem-solving and value-creation approach is essential to meet the growing demands of consumers and guests. This review seeks to examine the competitive landscape of the hospitality industry by analysing literature published in the Scopus database since its inception. From an initial query yielding 258 articles, 91 documents were finalized after applying the inclusion and exclusion criteria explained through the PRISMA framework. To address the research questions both performance analysis and science mapping approaches were employed. The findings reveal that this area of research has witnessed rapid growth over the years, with contributions from a diverse range of countries and authors. Building on these insights, this review proposes future research directions that can serve as a valuable guide for budding researchers, business practitioners, and policymakers engaged in the hospitality domain.