Research progress of tourism marketing over 30 years: Bibliometrics based on CiteSpace

•The visualized results are easy to understand this field’s status and evolution.•The knowledge framework helps intuitively know the field’s theoretical structure.•Future research directions can help scholars conduct research more efficiently. Tourism marketing is significant to the national economy and industry growth and has been a hot research field. However, current studies usually analyze this field from specific aspects and lack comprehensive views. To solve this problem, we use CiteSpace to analyze tourism marketing research from statistical, collaboration, co-citation, and co-occurrence perspectives, construct a knowledge framework, and pinpoint future research directions to depict its dynamic evolution for 30 years comprehensively. We find that this field has received increasing attention annually with fluctuations; the active collaborating institutions are located globally, whose regions are also active collaborators; besides, this field is multidisciplinary with various topics such as tourism, business, and environment; researchers have paid much attention to the impact, model, and satisfaction of tourism marketing. Future research will focus on sustainability, be aligned with disruptive technologies and information analysis, and explore various alternative marketing approaches in new niche tourism markets. This study is innovative as we analyze literature for 30 years, which is long, precise, and comprehensive to understand this field thoroughly; besides, the comprehensive knowledge framework and future research directions facilitate readers to quickly grasp the overall evolution and inspire them to look for specific topics efficiently and effectively.