Building Digital Trust and Rapport in the Tourism Industry: A Bibliometric Analysis and Detailed Overview

In the rapidly changing environment of the tourism business, building digital trust and rapport has appeared as a critical factor for sustaining profitable customer relationships and confirming long-term business survival. This study aims to provide a comprehensive overview of the research landscape with respect to digital trust and rapport establishment within the tourism context using techniques for bibliometric analysis in conjunction with visualization. This research paper explores publication trends, identifies key journals and authors, and determines the most productive countries, academic institutions, and primary research keywords. It involves analyzing publications from the Scopus database focusing on the duration between 2014 and 2023. The findings show that the digital trust and rapport-building literature expands its importance within the tourism industry due to factors such as competition pressure; customers’ high expectations; the incorporation of technology; and, most recently, the occurrence of pandemics like the COVID-19 pandemic. The US, in particular, can be identified as the most productive country in this research area. The International Journal of Contemporary Hospitality Management and the International Journal of Hospitality Management appear to be popular scientific publications on this topic. They present the following main research themes: customer engagement, employee conduct, and technology in the construction of trust. This study also underscores the practical role of the findings in successful endeavors within the field, detailing how cultural sensitivity, technological incorporation, and accessibility in service provision would contribute to building digital trust with international customers. Potential future research directions are proposed to advance the understanding of culture, technology, the effects of crises, and the application of other research methods.