Document Type : Research Paper
Authors
1 Department of Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
2 Associate Professor of Business Management Group, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
3 Assistant Professor of Business Management Group, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
Abstract
This study aims to systematically analyze customer journey models in digital tourism using the conceptual approach of the “Paradigm Funnel.” This framework distinguishes between different levels of knowledge, from empirical data to fundamental concepts. Based on Boland et al.’s (2013) systematic review method, 12 academic articles were selected and analyzed across four levels: empirical observations, analytical methods, specific theories, and core assumptions. The findings show a dominant focus on empirical data and methods, with limited attention to theoretical foundations. The lack of independent review studies underscores the need for more comprehensive research. Digital technologies and online interactions play a key role in shaping customer decision-making models and offer opportunities for future studies in areas such as artificial intelligence, augmented reality, and big data. By identifying research gaps and proposing future directions, this study contributes to the development of digital marketing strategies and the design of enhanced customer experiences in tourism.
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