Vol.14, No.3, August 2025.                                                                                                                                                                          ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333

TEM Journal

TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS

Association for Information Communication Technology Education and Science

The Evolution of Innovative Marketing and Branding in Tourism: A Systematic Review of Entrepreneurial Challenges and Strategic Trends

Akawut Jansom, Chia-Han Yang

© 2025 Akawut Jansom, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)

Citation Information: TEM Journal. Volume 14, Issue 3, Pages 2769-2779, ISSN 2217-8309, DOI: 10.18421/TEM143-77, August 2025.

Received: 29 December 2024.

Revised: 09 July 2025.
Accepted: 22 July 2025.
Published: 27 August 2025.

Abstract:

This paper evaluates the impact of innovative destination marketing and branding strategies on the business performance of tourism entrepreneurs based on the analysis of previous studies. By using a systematic review method, this study analyzes English-language articles published from 2005 to 2024 on the Web of Science to explore these strategies from an entrepreneurial perspective. The research questions were formulated using the PICO (Population, Intervention, Comparison, and Outcome) framework. Only high-quality journals indexed in the Social Sciences Citation Index (SSCI) were included. The findings reveal that adopting open innovation frameworks and big data analytics significantly enhances the competitive strategies of tourism small and medium-sized enterprises (SMEs), enabling them to maintain market relevance in a fast-changing industry. Furthermore, the study illustrates the progression of marketing strategies from "image" marketing to "technological innovation" over time. Key challenges are identified, including aligning branding with consumer expectations and integrating new technologies. These insights are essential for destination marketing organizations, marketers, and brand developers aiming to leverage innovation to boost business performance in tourism.

Keywords – Entrepreneurial perspective, destination branding, innovation adoption, consumer expectations, competitive strategy.

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