Marketing experiencial no contexto do turismo: uma análise bibliométrica da produção científica na Web of Science
DOI:
https://doi.org/10.18800/360gestion.202611.006Palavras-chave:
Marketing experiencial, Turismo, Estudo bibliométrico, Web of ScienceResumo
O marketing experiencial consolidou-se como um paradigma central na gestão do turismo contemporâneo, à medida que o foco se volta para a criação de experiências memoráveis. O objetivo deste estudo foi analisar a literatura científica sobre marketing experiencial no turismo por meio de um estudo bibliométrico na Web of Science. Foram analisados 23 artigos, resultantes de uma estratégia de busca em inglês e espanhol. Os dados foram processados utilizando o R (pacote bibliometrix). Os resultados mostram um maior volume de publicações nos últimos anos. Rather R. A. e Hollebeek L. D. se destacaram como os autores de maior impacto, enquanto o Journal of Marketing Management foi o principal canal de publicação. A análise de coocorrência revelou o impacto do marketing experiencial no turismo como tema central, juntamente com tópicos relacionados à identidade do viajante e à ativação emocional. As direções futuras de pesquisa foram definidas como, por um lado, a proposta de estruturas integrativas e, por outro, as dimensões identitária e emocional do campo.
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