Document Type : Original Article
Authors
1
Department of Management and Economics, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2
Associate Professor of Business Administration, Faculty of Management and Economics, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3
Assistant Professor, Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Abstract
The aim of the present study is to develop a model of desired customer experience at different stages of the customer journey in the hospitality industry and international hotels. This study is applied in terms of purpose and qualitative in terms of approach and was conducted using the meta-synthesis method. The research population consisted of Persian and English scientific studies related to customer experience, guest experience, customer journey, touchpoints, and customer experience management in the hospitality industry. Persian studies published between 1395 and 1405 and English studies published between 2016 and 2026 were identified from reputable scientific databases and reviewed after screening and assessing methodological quality. In total, 168 articles were identified in the initial search, and after reviewing the title, abstract, full text, and methodological quality, 47 articles were selected for the final analysis. The data from the selected studies were analyzed and integrated using qualitative content analysis and multi-stage coding. The findings led to the identification of 76 primary concepts, 16 organizing categories, and four overarching themes including “pre-stay,” “booking and pre-arrival,” “during stay,” and “post-stay.” In the pre-stay phase, need recognition, access to information, hotel credibility, and perceived value were important; in the booking phase, ease and flexibility of booking, transaction transparency, and pre-arrival support were prominent; in the stay phase, service quality, human interaction, amenities, technology, and security played a central role; and in the post-stay phase, continuity of communication, personalization, receiving feedback, and fostering loyalty and intention to return were identified.
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