EXPLORING THE ACADEMIC NEXUS: BIBLIOMETRIC MAPPING OF SOCIAL MEDIA, WOM, AND DESTINATION IMAGE IN ECOTOURISM RESEARCH

Abstract

This study presents a comprehensive bibliometric analysis of 727 Scopus-indexed publications (2005–2025) that examine the nexus of social media, electronic word-of-mouth (e-WOM), and destination image in ecotourism research. Findings indicate an exceptional 47.2% compound annual growth rate, with research peaking in 2024 (190 publications), reflecting pandemic-driven digitalisation and sustainability awareness. China (161 publications), Malaysia (77), and Indonesia (64) dominate the contributions, while the Hong Kong Polytechnic University (38) and Sejong University (36) are the leading institutional hubs. Author productivity highlights Han (15 publications) and Luong T.B. (11) as influential scholars who have advanced the discourse. Five thematic clusters emerged: digital communication ecosystems, sustainability-centred experiences, tourist behaviour modelling, tourism development frameworks, and destination image constructs. From a managerial perspective, the findings underscore critical implications for Destination Marketing Organisations (DMOs) and tourism businesses. Evidence suggests that user-generated content, influencer engagement, and video storytelling have a strong impact on eco-destination images and visit intentions. To remain competitive, DMOs must design platform-specific digital strategies, leverage AI-enabled analytics for personalised targeting, and prioritise authentic, community-based narratives to avoid greenwashing. Moreover, cross-border research networks (36% international co-authorship) highlight the necessity of culturally nuanced marketing strategies. This bibliometric mapping equips practitioners with evidence-based insights to optimise digital communication, strengthen destination branding, and align business practices with sustainability-driven competitive advantage.