From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism

Document Type : Review article

Authors

1 Faculty of Financial Sciences, Management and Entrepreneurship, University of Kashan, Kashan. Iran

2 Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom. Iran

3 Department of Management, Institute for Humanities and Cultural Studies, Tehran. Iran

Abstract

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.

Keywords

Main Subjects

References

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Interdisciplinary Journal of Management Studies
Volume 19, Issue 3
July 2026
Pages 475-495

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