Esmaeili Mahyari, Mostafa, Ghaffari, Mohammad, Irani, Hamid Reza, Ebrahimi, Elham. (1405). From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism. , 19(3), 475-495. doi: 10.22059/ijms.2025.375248.676704
Mostafa Esmaeili Mahyari; Mohammad Ghaffari; Hamid Reza Irani; Elham Ebrahimi. "From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism". , 19, 3, 1405, 475-495. doi: 10.22059/ijms.2025.375248.676704
Esmaeili Mahyari, Mostafa, Ghaffari, Mohammad, Irani, Hamid Reza, Ebrahimi, Elham. (1405). 'From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism', , 19(3), pp. 475-495. doi: 10.22059/ijms.2025.375248.676704
Esmaeili Mahyari, Mostafa, Ghaffari, Mohammad, Irani, Hamid Reza, Ebrahimi, Elham. From “Staged” to “Personalized” Experience, Understanding the Evolution of the Customer Experience in Tourism. , 1405; 19(3): 475-495. doi: 10.22059/ijms.2025.375248.676704

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

Interdisciplinary Journal of Management Studies
دوره 19، شماره 3، پاییز 2026، صفحه 475-495    اصل مقاله (1.27 M)
نوع مقاله: Review article
شناسه دیجیتال (DOI): 10.22059/ijms.2025.375248.676704
نویسندگان
Mostafa Esmaeili Mahyari1؛ Mohammad Ghaffari2؛ Hamid Reza Irani* 2؛ Elham Ebrahimi3
1Faculty of Financial Sciences, Management and Entrepreneurship, University of Kashan, Kashan. Iran
2Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom. Iran
3Department of Management, Institute for Humanities and Cultural Studies, Tehran. Iran
چکیده
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.
کلیدواژه‌ها
customer experience؛ tourist experience؛ visitor experience؛ experiential marketing
مراجع
آمار
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