Exploring e-commerce in tourism: A bibliometric analysis approach and future research directions

The objective of this research is to explore scientific production related to e-commerce in the field of tourism over the period 2002–2025. To this end, bibliometric analysis is applied as the main methodology, supported by mapping and longitudinal analysis techniques using VOSviewer and bibliometrix software. The study integrates various analytical approaches based on co-citation and co-occurrence analyses of keywords and the temporal evolution of research topics. Similarly, theories and factors frequently used in academic literature to address the subject under study are presented. Among these theories, Ajzen's theory of planned behavior (TPB) (1991) and Davis's technology acceptance model (TAM) (1989) stand out. Mapping techniques have provided evidence of the centrality of lines of research linked to trust in collaborative economy environments, risk perception, technological adaptation, and the use of social networks in hotel establishments. For its part, longitudinal analysis has identified emerging lines of research associated with customer engagement, strategic tourism management, and service quality. The findings afford a holistic and multidimensional view of e-commerce in the tourism sector, providing relevant information for the formulation of policies aimed at designing management strategies and promoting tourist destinations through digital platforms.