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다국어 초록 (Multilingual Abstract)

This study analyzed research trends through a systematic literature review focusing on domestic papers on hotel marketing in the tourism industry from 2020 to 2022 during the COVID-19 pandemic. In this paper, we searched the academic information data from the Korean Journal Index and used tourism, hotel, and marketing as search terms, and a total of 1,443 articles were studied. The results were categorized into research trends by research purpose, research trends by research method, research trends by research subject, and the status of COVID-19-related papers. The current status of COVID-19-related papers was further divided into the publication trend of COVID-19-related papers by year, the research objectives and research areas of COVID-19-related papers, and the research methods and research objects of COVID-19-related papers. First, research trends by research purpose showed that causal research accounted for 76.2% of papers. By research method, surveys accounted for 78.6%, followed by literature reviews, interviews, and case studies. In terms of research trends by research subjects, out of a total of 30 research subjects, ‘hotel guests,’ ‘hotel employees,’ ‘hotel booking apps,’ ‘non-monitoring services,’ ‘hotel restaurants,’ ‘hotel marketing,’ and ‘hotel movie PPL’ were studied in two or more papers. Among the papers related to COVID-19, 85.7% were published in 2021, and although the proportion of papers with causal research purposes was the highest at 57.1%, the proportion of papers with exploratory research purposes was also 42.9%, indicating that the proportion of exploratory research purposes was relatively higher than that of studies in the field of hotel marketing in the tourism industry published in other periods. In terms of research areas, it was found that studies such as COVID-19 crisis response and COVID-19 risk perception have expanded into new research areas.