University of Tehran Press Interdisciplinary Journal of Management Studies 2981-0795 19 3 2026 05 31 From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism 475 495 102692 10.22059/ijms.2025.375248.676704 EN Mostafa Esmaeili Mahyari Faculty of Financial Sciences, Management and Entrepreneurship, University of Kashan, Kashan. Iran Mohammad Ghaffari Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom. Iran Hamidreza Irani Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom. Iran Elham Ebrahimi Department of Management, Institute for Humanities and Cultural Studies, Tehran. Iran 0000-0002-2276-4453 Journal Article 2024 04 29 The customer experience in tourism has become increasingly advanced and complex, requiring a comprehensive review of its evolution and emerging trends. This study aims to provide a quantitative review of existing research, highlighting the evolution and paradigm shifts over time. To achieve this, bibliometric and visualization techniques were employed to analyze 1,918 papers published between 1982 and 2023 using VOSviewer. The analysis highlights highly cited authors, countries, institutions, and key articles, alongside collaboration patterns identified through co-authorship analysis. Additionally, keyword co-occurrence analysis reveals three distinct periods in the evolution of customer experience. Initially centered on satisfaction and service quality, customer experience has now evolved into an independent construct. The adoption of service-dominant logic has facilitated value co-creation, further enhanced by technological advancements that enable personalized experiences. The findings offer valuable insights for scholars and practitioners, guiding future research and introducing modern approaches for delivering value to customers within the tourism industry. https://ijms.ut.ac.ir/article_102692_95eb906ca10186a1922daaf8ad55e96b.pdf