Twenty years of research in place marketing and branding: a review of 63 systematic literature reviews

Purpose This study aims to critically evaluate the knowledge on place marketing and branding by offering a comprehensive investigation of 63 systematic literature review (SLR) articles that were published between 2002 and 2024. Design/methodology/approach This study integrates elements of a typical systematic review with aspects of critical narrative reviewing. In particular, the paper develops a critical appraisal of SLRs by combining the approaches of Gough’s (2007) and Aromataris et al. (2015) and performs an evaluation of SLRs’ contribution to knowledge (Palmatier et al., 2018). Overall, the paper resonates with the spirit permeating the work of Alvesson et al. (2017) and their discussion on meaningful research in academi. Findings Besides identifying reiterated claims and unsolved issues, as well as the most common pitfalls in executing a systematic review, the study emphasises notable review papers that are rigorously executed and indicate fruitful directions at the intersection of destination-related and urban studies. Recurrent failures and constructive efforts in bringing knowledge forward are emphasised in a context that is being quickly reshaped by AI research tools. Originality/value This “review of reviews” calls for a more pondered use of systematic reviewing in place branding and marketing. Furthermore, the study problematises the redeeming role often assigned to systematic reviewing within current management scholarship (Maclure, 2005).