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Estrella Díaz,Rocío Carranza,Carlos Sánchez-Camacho,David Martín-Consuegra 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
In today’s highly dynamic tourism and hospitality environment, the role of customer engagement (CE) in customer experience and value is receiving increasing attention from practitioners and academics (Harrigan, Evers, Miles, & Daly, 2017). Despite this interest, scholarly analysis into the concept and its associated elements has been limited to date. For these reasons, the objective of this study is to present a science mapping approach to analysing the thematic evolution of customer engagement, specifically in the tourism/hospitality and marketing industries. The study applies a bibliometric approach combining co-citation analysis with co-word analysis to reveal and visualize the evolution of customer engagement in the hospitality and tourism areas. Specifically, authors use the SciMat software in order to discover the most important research themes and its conceptual evolution. This technique returns a set of clusters, which can be understood as conglomerates of different scientific aspects. They allow researchers the analysis of the research topics’ dynamic evolution by measuring continuance across consecutive sub-periods. Authors followed the ranking of hospitality and tourism journals considered by Gursoy and Sandstrom (2016) and, the marketing journal ranking developed by Hunt Reimann and Schilke (2009) as criteria for journal selection process. This study has considered the Web of Science (WoS) as the main academic database for collecting research contributions. Findings indicate symptoms of a research field in constant evolution that has not yet reached a stage of maturity. Initially, customer engagement was seen as an important element, but its examination was scarce and has gradually come to be recognized as a key goal within organizations to serve as a basis for the development of various study models. The results obtained from this study will enable future authors studying customer engagement to focus their studies more effectively.
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