De consumidores a visitantes: uma revisão integrativa da pesquisa sobre design de experiência

Mariana de Freitas Coelho; David  Arão Bento de Goes Palmas; Vinícios de Morais

doi:10.18226/21789061.v17ip026004

Authors

Mariana de Freitas Coelho Universidade Federal do Paraná https://orcid.org/0000-0002-7081-1429
David Arão Bento de Goes Palmas Universidade Federal do Paraná https://orcid.org/0009-0003-3714-9730
Vinícios de Morais Universidade Federal do Paraná https://orcid.org/0009-0009-5897-4610

DOI:

https://doi.org/10.18226/21789061.v17ip026004

Keywords:

Gestão da Experiência, Experiência do Cliente, Marketing de Experiência, Experiência Turística

Abstract

This study analyzes the predominant themes in scientific articles on experience design, focusing on the fields of marketing, management, and tourism. The objective is to conduct a comprehensive literature review, identifying trends and proposing a future research agenda. To achieve this, we performed a bibliometric analysis based on the Web of Science platform, examining articles published from 1975 (the database's inception) to August 2023, using "experience" in the title and "design" in the keywords. Among the 1,943 initial results, we applied a filter to include only scientific articles, yielding 1,582 documents. The refined search resulted in 291 relevant publications across various fields, including management, business, psychology, hospitality, leisure, sports, tourism, social sciences, sociology, economics, communication, neuroscience, and corporate finance. These articles were analyzed using the Vosviewer software, focusing on term co-occurrence in thematic clustering diagrams, publication date distribution, and heat maps of key research terms. Among the 50 most cited articles on experience design in the Web of Science database, four distinct clusters were identified through Vosviewer and categorized in this study as follows: (1) student consumption experiences, (2) employee experiences, (3) customer experiences, and (4) visitor experiences. The term "tourism" stood out as the only specific sector within the keywords, indicating its potential influence on experience management studies. Consequently, this research delves into articles linking tourism and experience, introducing their interconnections and proposing a research agenda to explore this relationship in greater depth. This study contributes to the systematization of experience-related concepts, including types of experiences (Subconscious, Conscious, Ordinary, Memorable, Meaningful, Transformative), experience marketing, experience management, and experience design, as well as the formulation of a research agenda.

Author Biographies

Mariana de Freitas Coelho, Universidade Federal do Paraná

Pós-Doutora em Hospitalidade. Professora de Marketing da Universidade Federal do Paraná. Lattes: http://lattes.cnpq.br/6529509228250270. E-mail: marifcoelho@gmail.com.

David Arão Bento de Goes Palmas, Universidade Federal do Paraná

Graduando em Administração na Universidade Federal do Paraná. Lattes: http://lattes.cnpq.br/7566131962507297. E-mail: davidarao04@icloud.com.

Vinícios de Morais, Universidade Federal do Paraná

Mestrando em Administração. Especialista em Gestão Estratégica com ênfase em Marketing de Experiência pela Universidade Federal do Paraná. Lattes: http://lattes.cnpq.br/9152855983864492. E-mail: morais.vinicios@gmail.com.

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