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The current research is a systematic review of the literature on hotel marketing management that provides evidence that hotel marketing management contributes to organizational performance and satisfaction, and provides insights into how hotel operators can successfully implement it. This systematic review of the literature is based on the analysis of 417 papers via a text-mining methodology. Through cluster analysis, we divided the literature on hotel marketing management into four clusters, namely, literature regarding marketing reviews and frameworks, marketing strategies, services, and customers. These results pointed to some potential directions for future research in each cluster. This research can benefit researchers studying the current topics in the hotel marketing management field and help them recognize potential research areas. Additionally, it enables hoteliers to understand the benefits and processes of hotel marketing and defines the key elements of implementing a successful marketing campaign. |
