Tourism Management Studies

Identifying Effective Factors in the Digital Tourism Industry Based on Jungian Archetypes: Bibliometrics and Fuzzy Cognitive Mapping Approach

Document Type : Research Paper

Authors

Yazdan Shirmohammadi 1
Zeinab Hashemi Baghi 2

1 Department of Business Management, Payame Noor University,Tehran, Iran

2 Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

https://doi.org/10.22054/tms.2026.90129.3152
Abstract
This research was conducted with the aim of identifying the effective factors in the digital tourism industry based on Jung's archetypes using qualitative and quantitative methods. In the first step, a systematic review of previous literature was conducted using the bibliometric method using VOSviewer software and the R programming language. In this step, four clusters were identified. Cluster 1: Mental engagement, authenticity, and customer experience in the era of digital tourism, Cluster 2: Destination image and tourism experience on visitor loyalty, and Cluster 3: Virtual reality, augmented reality, and metaverse in tourism experience. The results of the analyses showed that the variables of symbolic codes and multisensory experience of the digital brand had the highest level of influence, capacity for influence, and centrality index. In contrast, the variables of tourist involvement and destination loyalty showed the lowest level of influence, capacity for influence, and centrality index.

Keywords

Digital tourism
Jungian archetypes
bibliometrics
fuzzy cognitive mapping
Subjects

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