Opportunities for academic tourism from the Marketing Mix in Higher Education: A bibliometric analysis

Rodolfo Pérez Lavandera; Yanlis Rodríguez Veiguela; Andrea Marin Pantelescu; Glessler Vladimir Ramos Giral; Cristinel Petrișor Constantin

Autores/as

Rodolfo Pérez Lavandera Transilvania University of Brasov, Romania https://orcid.org/0000-0002-1794-8573
Yanlis Rodríguez Veiguela Universidad de Artemisa https://orcid.org/0000-0001-6220-0209
Andrea Marin Pantelescu Bucharest University of Economic Studies, Romania https://orcid.org/0000-0002-3532-1395
Glessler Vladimir Ramos Giral Transilvania University of Brasov, Romania https://orcid.org/0000-0002-9016-7781
Cristinel Petrișor Constantin Transilvania University of Brasov, Romania https://orcid.org/0000-0003-0928-7717

Palabras clave:

Marketing Mix, Higher Education Institutions, Academic Tourism and Decision-Making Processes, 7Ps

Resumen

The topic of marketing mix in higher education has gained relevance due to its wide diversity. An example is how it can contribute to increasing opportunities from the perspective of academic tourism. This research aims to determine the main terms that are shaping the marketing mix in the university sector by conducting a bibliometric analysis. A selection of 103 documents from Scopus was analyzed using the VOSviewer software. The analysis maps show that the connection between the marketing mix and higher education is indisputable, gaining relevance in the last 10 years. Confirming the 5-cluster structure that allows for the design of marketing strategies focused on social marketing, gender, decision-making, sustainable development, and strategic planning to reach the largest possible audience. Although the terms obtained refer to the 7Ps, only price and promotion and the term e-learning, which is related to product and place, coincide. Therefore, physical evidence, people and processes need to be addressed more directly, confirming the opportunity to delve deeper into the study, design and application of the marketing mix for higher education. Furthermore, these results can be used as a reference for government, local and university managers when addressing the importance of academic tourism and marketing mix in the decision-making processes for specific higher education institutions.

Citas

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