Marketing experiencial en el contexto turístico: un análisis bibliométrico de la producción científica en la Web of Science
DOI:
https://doi.org/10.18800/360gestion.202611.006Palabras clave:
Marketing experiencial, Turismo, Estudio bibliométrico, Web of ScienceResumen
El marketing experiencial se consolida como un paradigma central en la gestión turística contemporánea, al desplazarse hacia la creación de vivencias memorables. El objetivo de este estudio fue analizar la producción científica sobre marketing experiencial en el turismo mediante un estudio bibliométrico en la Web of Science. Se analizaron 23 artículos producto de una estrategia de búsqueda en inglés y español. Los datos fueron procesados con R (paquete bibliometrix). Los resultados muestran un mayor volumen de publicaciones en los últimos años. Rather R. A. y Hollebeek L. D. se destacaron como los autores de mayor impacto, mientras que Journal of Marketing Management constituyó el principal canal de difusión. El análisis de coocurrencia reveló como tema motor el impacto del marketing experiencial en el turismo, junto a temas vinculados a la identidad del viajero y la activación emocional. Se definieron como líneas futuras, por un lado, la propuesta de marcos integradores y, por otro, las dimensiones identitarias y emocionales del campo.
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