Resumo

MILAN-ISLA, Claudia et al. Mapping customer experience: a taxonomical study using bibliometric visualization. ARCIC [online]. 2023, vol.12, n.32, pp. 65-92.  Epub 01-Ago-2023. ISSN 2411-9970.

Integrated Marketing communication is a topic that bets on the combination of channels, disciplines and tools to effectively announce a clear, persuasive and coherent message, however, there is no consensus on its conceptualization and practical application in tourism. Therefore, this research aimed to study the scientific production indexed in Dimensions database on Integrated Marketing Communication (IMC) in the tourism sector, in the period from 1991 to 2021. Through bibliometric indicators and the use of Endnote 9, Bibexcel, Excel and VOSviewer software, the most relevant information and the main thematic lines in this area were represented. The main results show that the production on the CIM experiences exponential growth and a high degree of relevance. Finally, the general approach focuses on the consumer and the potential that it offers to the tourism sector in the consolidation of destinations and institutions.

Palavras-chave : Integrated Marketing Communication; tourism; bibliometrics; Dimensions; IMC.