Özet:

Purpose - The purpose of this study is to explore the scientific development of the field of activity marketing through the Scopus database in a panoramic perspective. Method - In accordance with the purpose of the research, 140 articles on activity marketing published in the Scopus database between 1990 and 2020 were selected as a research sample. The obtained data has been analyzed through the R-Studio bibliometric analysis program (factor, cooperation, joint formation networks and visual data analysis). Results - According to the research, the year in which the most articles on the subject were published was 2016. The Event Management magazine was the most published magazine in this field, while Tourism Management was the most referred magazine. In terms of the number of publications, Angeline G. Close and Russell Lacey are the authors that make a significant contribution to this field; the words in the articles are used together in different dimensions (in titles 3, in summaries 3 and in keywords 7), the United States, China and Australia are the countries that publish a large number of publications on the subject, and the articles are mainly addressing the topics of brand, behavioral intentions, social media, communication and sponsorship. Discussions - When articles related to activity marketing are studied in the Scopus database, specifically specific topics (brand, etc.) It is shown to be focused on the effects (sports and festivals). So it turns out that other topics are quite limited (travel, accommodation, entertainment, education, scientific, gastronomy, cultural heritage and faith, etc.). In this context, some findings and suggestions for the future have been included, taking into account the results of the research.

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