<![CDATA[The increasingly fierce competition in the higher education sector encourages universities to build a strong brand image through an integrated marketing communication strategy. However, the study of the relationship between marketing communication strategies and brand image formation in universities is still partial, especially in the context of tourism universities. This research aims to identify research developments, synthesize marketing communication strategies and factors that shape brand image, find research gaps, and compile conceptual models that are relevant to tourism universities. The method used is Systematic Literature Review (SLR) of 20 scientific articles published in the 2017–2026 period. Articles were obtained through Google Scholar and selected based on relevance to the research focus. Data analysis was carried out using a thematic synthesis approach through the stages of open coding, axial coding, and theme synthesis. The results of the study identified six themes of marketing communication strategies, namely digital marketing and social media management, strategic public relations and institutional communication, institutional branding and brand identity, relational marketing and stakeholder engagement, storytelling and content marketing, and strategic partnerships and institutional involvement. In addition, five factors that form brand image were found, namely digital visibility, evidence of institutional performance and quality, interpersonal relationships and word of mouth, narrative and storytelling, and institutional values and identities. This research produced a conceptual model that integrates marketing communication strategies with factors that shape brand image as the basis for the development of marketing strategies for universities, especially tourism universities.]]>
