University of Oulu

Rehman, M.A., Oikarinen, E.-L. and Juntunen, M. (2022), "Customer Experience in Tourism and Hospitality: What Do We Know and What Should We Know? Insights From a Bibliometric Analysis", Jaziri, D. and Rather, R.A. (Ed.) Contemporary Approaches Studying Customer Experience in Tourism Research, Emerald Publishing Limited, Bingley, pp. 23-46.

Customer experience in tourism and hospitality : what do we know and what should we know? insights from a bibliometric analysis

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Author: Rehman, Mohsin Abdur1; Oikarinen, Eeva-Liisa1; Juntunen, Mari1
Organizations: 1University of Oulu, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.6 MB)
Persistent link:
Language: English
Published: Emerald, 2022
Publish Date: 2023-09-08


The customer experience (CX) in the field of tourism and hospitality has captured new heights. The study aims to understand how CX has been studied in the tourism and hospitality field history using bibliometric analysis. A total of 188 research articles in the Web of Science (WoS) database were selected for bibliometric analysis using VOSviewer from 2008 to 2021. The citation analysis highlighted the most influential journals published in CX within the tourism and hospitality field. Bibliographic coupling along with content analysis helps to categorize intellectual structure in six clusters: (1) Customer experience in the physical environment, (2) Technology-oriented customer experience, (3) Customer experience as driver of well-being, (4) Emotional value in the consumption experience, (5) Behavioral intentions-oriented customer experience, and (6) Total customer experience. Even though bibliometric analysis has gained attraction in business research and growing trends of the experience economy, CX within the tourism and hospitality field was not yet explored comprehensively. The current study was an effort to fill this gap by examining how customer experience in the tourism and hospitality context has been evolved historically. Theoretical, social, and practical implications are presented to establish future research directions.

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ISBN: 978-1-80117-632-3
ISBN Print: 978-1-80117-633-0
Pages: 23 - 46
DOI: 10.1108/978-1-80117-632-320221003
Host publication: Contemporary approaches studying customer experience in tourism research
Host publication editor: Jaziri, Dhouha
Rather, Raouf Ahmad
Type of Publication: A3 Book chapter
Field of Science: 512 Business and management
Copyright information: © 2022 Mohsin Abdur Rehman, Eeva-Liisa Oikarinen and Mari Juntunen. Published under exclusive licence by Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.