<![CDATA[ABSTRAKPenelitian ini bertujuan untuk menganalisis perkembangan, struktur intelektual, dan tren penelitian mengenai strategi pemasaran hijau berbasis pariwisata halal melalui pendekatan visualisasi bibliometrik. Penelitian menggunakan metode bibliometrik dengan sumber data yang diperoleh dari basis data Scopus periode 2010–2025. Sebanyak 83 artikel ilmiah dianalisis menggunakan perangkat lunak VOSviewer versi 1.6.18 untuk mengidentifikasi tren publikasi, jaringan kolaborasi, ko-okurensi kata kunci, serta perkembangan tema penelitian dalam bidang green marketing dan halal tourism. Hasil penelitian menunjukkan bahwa publikasi mengenai pemasaran hijau dalam sektor pariwisata mengalami peningkatan signifikan terutama setelah tahun 2021. Analisis network visualization menunjukkan adanya beberapa klaster utama yang mendominasi penelitian, yaitu green marketing, sustainable tourism, consumer behavior, hospitality management, dan halal tourism. Sementara itu, hasil overlay visualization menunjukkan perkembangan tema penelitian menuju isu-isu baru seperti green purchase intention, green destination branding, dan sustainable tourism behavior. Hasil density visualization mengindikasikan bahwa integrasi antara pemasaran hijau dan pariwisata halal masih menunjukkan keterbatasan yang signifikan, sebagaimana tercermin dari dominasi studi yang masih terpisah antara green marketing dan halal tourism dalam 83 artikel yang dianalisis pada periode 2010–2025. Studi ini memberikan kontribusi pada pemetaan literatur serta implikasi bagi penelitian lanjutan.Kata Kunci: Pemasaran Hijau, Pariwisata Halal, Analisis Bibliometrik ABSTRACTThis study aims to analyze the development, intellectual structure, and research trends of green marketing strategies in halal tourism through a bibliometric visualization approach. The study employs a bibliometric method using data obtained from the Scopus database covering the period from 2010 to 2025. A total of 83 scientific articles were analyzed using VOSviewer version 1.6.18 to identify publication trends, collaboration networks, keyword co-occurrence, and thematic developments within the fields of green marketing and halal tourism. The findings reveal that publications related to green marketing in the tourism sector have increased significantly, particularly after 2021. The network visualization analysis identified several dominant research clusters, including green marketing, sustainable tourism, consumer behavior, hospitality management, and halal tourism. Meanwhile, the overlay visualization analysis indicates the emergence of new research themes such as green purchase intention, green destination branding, and sustainable tourism behavior. The results of density visualization indicate that the integration between green marketing and halal tourism still shows significant limitations, as reflected in the dominance of studies that are still separate between green marketing and halal tourism in 83 articles analyzed in the period 2010–2025. This study contributes to the literature mapping and provides implications for further research.Keywords: Green Marketing, Halal Tourism. Bibliometrics Analysis ]]>
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