Discovering Innovative Destination Branding Strategies through Digital Marketing: A Bibliometric Analysis

Sri Lanka boasts a fascinating cultural background and extraordinary geographical features, making its tourism prospects promising. However, recent challenges necessitate innovative destination branding strategies to revamp the sector. This paper examines how such branding strategies can enhance the country's tourism competitiveness by leveraging its strengths (Chathurani & Chandana, 2022). A bibliometric analysis of recent research on tourism in Sri Lanka provides policy-relevant insights and identifies knowledge gaps and future research topics (Perera & Perera, 2021). Key issues such as integrating digital media, segmentation, sustainability, and stakeholder roles are examined to define effective destination branding strategies. The findings offer insights on enhancing Sri Lanka's global tourism brand and address implementation challenges like resource availability, stakeholder management, and closing the digital divide. Recommendations derived from bibliometric analysis provide valuable evidence for industry stakeholders, advertisers, and policymakers to boost Sri Lanka's global tourism competitiveness (Wijesinghe & Weerasinghe, 2023). This paper also contributes to scholarship on destination branding and tourism marketing by highlighting topics for future research, focusing on long-term viability through stakeholder cooperation and comprehensive sustainability certifications.