From “staged” to “personalized” experience, understanding the evolution of the customer experience in tourism

Articles in Press

Document Type : Review article

Authors

1 Business department, Faculty of management and accounting, college of Farabi

2 گروه مدیریت،پردیس فارابی دانشگاه تهران،تهران،ایران

3 College of Farabi, University of Tehran

4 Associate professor, department of management, Institute for Humanities and Cultural Studies, Tehran

10.22059/ijms.2025.375248.676704

Abstract

While the literature on customer experience in tourism abounds with numerous review studies, the literature requires a comprehensive depiction of its evolution. Therefore, this study aims at presenting the conceptual and social structure of customer experience in tourism, highlighting its evolution and paradigm shifts over time. To achieve this goal, bibliometric and visualization techniques employed and applied to 1918 papers published between 1982 and 2023. Descriptive analyses are conducted to identify highly cited authors, countries, institutions, and articles within this field. Co-authorship analysis is employed depicting collaboration patterns among countries, and ultimately Keyword Co-occurrence is utilized illustrating three distinct periods of its evolution. The analysis show that measuring satisfaction or service quality evolved into understanding customer experience as an independent structure also dyadic relationship with stakeholders is replaced with touchpoints indicating interaction of all actors. Furthermore with advancement in technology, the role of these technology is fundamental in experiences of tourists.

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Main Subjects

Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 13 July 2025

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