Mapping the Interplay between Online Reviews and Organizational Culture in Tourism: A Bibliometric Study

This bibliometric study investigated how online reviews influence organizational culture in tourism. Using 536 Web of Science articles (2021-2025) and bibliometric software, the analysis examined publication trends, co-citations, and thematic clusters. Findings show a collaborative field, with leading contributions from Spain, UK, and USA. Growth was evident, highlighting technology’s impact. Four conceptual clusters emerged: internal organizational health, operational processes, customer-centricity, and external perceptions. Online reviews are important catalysts shaping internal culture and strategic adaptation. The study concludes that digital feedback profoundly impacts tourism organizations, influencing employee behavior and fostering responsiveness. Proactive online reputation management is vital for a resilient culture, enhanced satisfaction, and competitive advantage in an era of online influence.