Experiential marketing: A key strategy for enriching the cus-tomer experience in tourism - A systematic review

Experiential marketing has emerged as a critical strategy to enhance customer experience in the tourism industry. This study explores the shift from transactional to experiential approaches in marketing and examines how immersive, memorable experiences influence tourist behavior. A systematic and bibliometric literature review was conducted based on 47 academic articles, using PRISMA guidelines. The analysis highlights the growing importance of experiential marketing practices, the impact of emerging technologies such as virtual and augmented reality, and the central role of co-creation in fostering satisfaction and loyalty. From a managerial perspective, the study emphasizes the need to design personalized, interactive experiences that emotionally engage visitors. It also identifies future research directions related to immersive experiences, psychological mechanisms of loyalty, and the role of digital platforms in experience co-creation.