The Evolution of the Experience Economy in 25 Years: Conceptual Shifts, Emerging Themes, and Future Directions (1998–2023)
Summary
This review (Flores-Gómez et al.) maps 25 years of research on the Experience Economy (EE) using bibliometric tools (SciMAT and Bibliometrix) and content analysis. The authors analysed 548 records from Scopus and Web of Science, segmented the field into four periods (1998–2008; 2009–2013; 2014–2018; 2019–2023), and performed a deeper bibliographic coupling and content analysis for the most recent period. The paper shows how the original EE model has persisted as a strong analytic foundation while expanding into new contexts (digitalisation, VR/AR/XR, sharing economy, tourism, food and cultural events) and integrating diverse theoretical frameworks. Transformative and life-changing experiences emerge as central directions for practice and research.
Key Points
- The study analysed 548 articles via co-word analysis and bibliographic coupling to trace thematic evolution across four time windows.
- The original EE components (e.g. staging, authenticity, hedonic/transformative value) remain robust but have broadened in application and theory.
- Recent research (2019–2023) concentrates on digital transformation: immersive tech (VR/AR/XR), metaverse, and AI-driven personalised journeys.
- Applications span tourism, hospitality, retail (phygital), cultural heritage, festivals, and the sharing economy (Airbnb, private dining).
- Emerging themes: transformative/life-changing experiences, co-creation, authenticity, servicescape design, experiential value and sustainability links.
- Authors propose the future EE trajectory emphasises business innovation through experiences that alter customer identity or life trajectories.
Content summary
Methods: The paper uses co-word mapping (SciMAT) to detect thematic structure and evolution across 1998–2023. For 2019–2023 (n=246), bibliographic coupling (Bibliometrix) and qualitative content analysis unpack where EE is currently applied and theorised.
Findings: While foundational EE ideas from Pine & Gilmore endure, the literature has diversified: empirical work in tourism and hospitality dominates, but research also addresses retail, events, cultural consumption and digital experiences. Technology (immersive and AI-enabled) and consumer-centred frameworks (co-creation, service-dominant logic, customer journey) are strongly integrated. Sustainability and wellbeing increasingly intersect with experiential goals.
Implications: For researchers, the review identifies gaps (measurement harmonisation, long-term effects of transformative experiences, cross-cultural work). For practitioners, it signals that delivering distinct competitive advantage now leans on personalised, transformative, and tech-enabled experience design rather than only service improvements.
Context and relevance
This article matters for academics mapping the field and for practitioners designing experience-led offerings (tourism, hospitality, retail, events, cultural organisations). It ties EE evolution to broader trends: digitalisation (VR/AR/XR, metaverse), personalised AI journeys, the sharing economy and sustainability. The review synthesises a fragmented literature and points to where experience design can drive innovation and value creation going forward.
Why should I read this?
Short version: if you build experiences or study them, this paper saves you a ton of legwork. It bundles 25 years of research, flags what actually matters now (tech, transformation, co-creation) and tells you where to look next. Fast way to catch up and avoid re-inventing the wheel.
Author style
Punchy and practical: the authors cut through a sprawling literature with clear methods and recommendations. If you’re in marketing, tourism or CX strategy, their pointers on transformative experiences and tech integration are worth a close read.
Source
Source: https://onlinelibrary.wiley.com/doi/10.1111/ijcs.70135?af=R
