Key Research Areas in Territorial Marketing from 2020 to 2025
DOI:
https://doi.org/10.15611/pn.2025.1.09Keywords:
territorial marketing, place marketing, city image, digital nomads, VOSviewerAbstract
Aim: The paper aims to present the identified key research areas in territorial marketing in 2020-2025.
Methodology: To identify relevant research materials, a literature analysis was conducted using the licensed database Web of Science. The keywords used for the search included territorial marketing and place marketing, as inserted by the authors. The analysis focused on articles published between 2020 and 2025 and only included materials written in English. A total of 240 scientific articles were exported in order to create a map illustrating the connections between the keywords within these articles. Keywords that appeared at least three times were selected for mapping process. Ultimately, 66 distinct keywords were identified, which formed five clusters representing different research areas.
Results: Based on the conducted mapping, key research areas in territorial marketing were identified and named, focusing on image communication and building the city's brand in recent years. The research indicates that this process should be based to a greater extent on distinguishing features referring to the identity of the place. It emphasizes the importance of residents' involvement in this process. Another important and current research trend is the analysis of marketing activities aimed at migrants, including digital nomads - temporary workers who often change location. This group plays a significant role in developing the local economy and promoting visited places via social media.
Implications and recommendations: This paper presents recommendations for three directions of future empirical research, the results of which can provide important data supporting the development of current research areas in territorial marketing.
Originality/value: Developing a synthetic review of contemporary issues related to place marketing enables scientists to identify key research problems. Systematic analysis of evolving issues facilitates the consolidation of knowledge and supports the dynamic development of this field, contributing to the improvement of place marketing strategies.
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Copyright (c) 2025 Aleksandra Sztuk
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Accepted 2025-04-04
Published 2025-05-28
