RT Journal Article
T1 Inbound marketing in the hospitality industry: A systematic review of the last 12 years
A1 Romero Montero, Andrés
A1 Cely Álvarez, Adriana María
A1 Sellers Rubio, Ricardo
AB This paper aims to analyze the evolution in the research of digital marketing tools and strategies used by inbound marketing in the main journals related to this term and related topics to the hospitality industry. The results obtained have led to detect a progressive increase in the number of publications analyzing inbound marketing tools in recent years (2010-2021), which point to the construction of a Marketing 5.0 paradigm. A high rotation of topics has also been detected, describing a dynamic and fluctuating research field. It is recommended that more research be carried out on inbound marketing (as a strategic model of structured marketing) to allow for an integrative vision of technologies, which until now have been analyzed without a defined backbone linked to the hotel business.
PB Universidad de Huelva
YR 2023
FD 2023
LK https://hdl.handle.net/10272/22503
UL https://hdl.handle.net/10272/22503
LA eng
DS Repositorio Institucional de la Universidad de Huelva
RD 13 jul 2026