Tourist eXperience Considering Cultural Factors: A Systematic Literature Review

This article examines Tourist eXperience (TX) and cultural factors from the perspective of Customer eXperience (CX). TX is understood to be the interactions with and responses of tourists to the products, systems, and services provided by organizations they engage with before, during, and after their trip, which significantly impact their experience and thus their satisfaction and loyalty. Considering cultural factors allows us to understand how the values and beliefs of tourists and their destinations relate to and affect TX. Based on this understanding, this research conducted an exhaustive review of the literature in the databases of Scopus, Web of Science, and Science Direct from 2012 to 2024, identifying 45 publications directly related to the following research questions: (1) What is TX? (2) What dimensions/attributes/factors influence TX? (3) What methods are used to evaluate TX? (4) How is culture analyzed in TX? We found a holistic definition of TX that corresponds to a subjective perception developed before, during, and after the trip, influenced by both the tourist’s culture and the destination. The most used evaluation methods for data collection were questionnaires/surveys and interviews. Additionally, it is important to understand the significance of culture in TX, as cultural clashes can generate both positive and negative perceptions in tourists.