TRENDS OF BLUE ECONOMY AND DIGITAL MARKETING WORLDWIDE A BIBLIOMETRIC ANALYSIS

This paper aims to find out the level of the scientific literature worldwide regarding the blue economy and related aspects, especially blue tourism considering the development of digital marketing at a global level. The Blue Economy is crucial for the goals of developing sustainably coasts, oceans, and their resources, and important also for the European Green Deal and the UN`s vision for more inclusiveness in this sector. Aspects of circular economy, blue tourism, and fishery, as well as expenses to and income from these activities, and human resource issues regarding the field, will be researched as well. The bibliometric analysis using RStudio helps identify the leading researchers in the field, their origin, place of work, or research institution. It shows an increase in research on marketing, machine learning, international trade, information technology, tourism, etc. after 2002. The paper shows also how this increase was distributed for each of them, as well as trends, individual and institutional collaborations, etc., which would be of great interest to policymakers, stakeholders, and future researchers to find out these trends and further elaborate them in future findings.