Pemetaan Riset Pemasaran pada UKM Pariwisata: Analisis Bibliometrik dan Agenda Penelitian Masa Depan
Abstract
Usaha kecil dan menengah (UKM) atau small and medium-sized enterprises (SMEs) memiliki peran penting dalam memperkuat daya saing sektor pariwisata melalui praktik pemasaran yang adaptif, inovatif, dan berorientasi pada pelanggan. Namun, perkembangan penelitian mengenai pemasaran UKM pada sektor pariwisata masih tersebar dalam berbagai tema, sehingga diperlukan pemetaan ilmiah untuk memahami struktur pengetahuan dan arah risetnya. Penelitian ini bertujuan untuk menganalisis visualisasi bibliometrik mengenai pemasaran UKM pada sektor pariwisata dengan menggunakan data publikasi dari basis data Scopus periode 2000–2026. Analisis dilakukan menggunakan VOSviewer untuk memetakan ko-okurensi kata kunci, hubungan antartema, tren temporal, dan kepadatan topik penelitian. Hasil visualisasi menunjukkan bahwa tema enterprise performance, business performance, digital marketing, tourist, social media, entrepreneurial branding, innovation culture, digital literacy, food tourism, dan budget hotel menjadi isu utama dalam kajian ini. Network visualization memperlihatkan bahwa enterprise performance dan digital marketing berperan sebagai tema sentral yang menghubungkan berbagai klaster penelitian. Overlay visualization menunjukkan pergeseran perhatian riset terbaru menuju digital literacy, agile marketing, entrepreneurial branding, dan praktik pemasaran berbasis media sosial. Penelitian ini memberikan kontribusi dalam memetakan perkembangan literatur pemasaran UKM pada sektor pariwisata serta menawarkan agenda riset masa depan terkait transformasi digital, kapabilitas pemasaran, pengalaman wisatawan, dan keberlanjutan kinerja UKM pariwisata secara lebih terarah bagi akademisi dan praktisi pemasaran pariwisata.
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