Methodological Issues in the Study of Place Marketing in Small Villages

Research purpose. Natural and economic changes in recent years have led Hungary to emphasise boosting domestic tourism. There has also been an increase in property prices in settlements near large cities, indicating an increase in the number of people wishing to settle there. These effects are putting increasing demands on municipalities, and municipal administrations need economic, management and marketing skills that are often lacking in the administration of Hungarian cities. In our previous systematic literature review, we identified four clusters of literature on publications in place marketing and place management published between 2018 and 2022. The present research aims to discuss the methodologies related to the research themes in each cluster. We aim to explore the research methods associated with each cluster and highlight the potential of methods that may have yet to be used. Our study aims to develop a methodological model that shows which areas are coupled with which methods and which ones could be used to extend research in the future. Design / Methodology / Approach. Our research is meticulously grounded in a thematic clustering of literature selected from two reputable databases, WoS and Scopus. We conducted a systematic methodological analysis from this database, ensuring a comprehensive and unbiased view of the research landscape. We categorised the articles into thematic and methodological groups, revealing the research methods employed by the authors in each cluster. This rigorous analysis culminated in the development of a conceptual model, which provides an easily interpretable overview for future researchers. Findings. Our results show that the research that emerges in each cluster is mainly investigated by researchers who use traditional marketing research tools. Particular emphasis is placed on interview and questionnaire research methods, as well as content analysis in the online space. Little space is given to other non-traditional methods that may also be useful. There is no correlation between the different areas and research methods. Researchers do not adapt their methodology to the field of study; instead, the methodological background of the research is determined by the problem at hand, their research framework, or their methodological knowledge. Originality / Value / Practical implications. The methodological extension based on our study's results and the model allows researchers to move away from the most common and traditional methods of investigation and explore the field from a new perspective and with new methods. As a result of this new approach, it is possible to explore and interpret new types of results.