Co-Creation and Destination Image: A Bibliometric and Thematic Analysis Using CiteSpace

Abstract

Co-creation has gained increasing scholarly attention as an approach for involving tourists, residents, and stakeholders in shaping destination image. However, existing research is fragmented, lacking an integrated review of its conceptual foundations, thematic evolution, and implications. This study aims to address this gap by mapping the intellectual structure and emerging trends of co-creation and destination images. A bibliometric and thematic analysis was conducted on 72 peer-reviewed publications indexed in Scopus, using CiteSpace for co-citation and keyword co-occurrence mapping, complemented by Scopus AI for trend identification. The analysis revealed four thematic clusters: destination branding, stakeholder engagement, emotional experience, and digital interaction. Results demonstrate that co-creation operates as a multidimensional, layered process, enhancing emotional attachment, destination loyalty, and brand value, rather than a single experiential design activity. The study concludes that co-creation plays a structurally significant role in destination branding and stakeholder engagement, as demonstrated by the dominant clusters in the bibliometric and thematic analyses. By synthesising existing knowledge and identifying research gaps, this paper offers a comprehensive reference for academics and practitioners, reinforcing the relevance of co-creation in destination management.

Keywords: co-creation, destination image, bibliometric analysis, destination branding, CiteSpace