AIDA and Customer Journey Mapping in Digital Tourism
Keywords:
AIDA Model; Customer Journey Mapping; Digital Tourism; Virtual Reality Tourism; Immersive Technology;Abstract
Digital transformation in the tourism industry has introduced Virtual Reality (VR) and Augmented Reality (AR) technologies as innovations that fundamentally reshape the way tourists interact with destinations. This study aims to evaluate the relevance of the AIDA model in comparison with Customer Journey Mapping in explaining the conversion mechanism from immersive virtual experiences into actual visitation decisions. Employing a systematic literature review, the study analyzed 67 high-quality articles retrieved from academic databases including Scopus, Web of Science, ProQuest, ScienceDirect, and Google Scholar, covering the period 2015–2024. The analysis reveals that the AIDA model demonstrates significant theoretical and empirical superiority over Customer Journey Mapping in the context of immersive tourism technologies. Of the 32 articles applying the AIDA framework, 87.5% reported significant causal relationships between each AIDA stage and visitation intention, whereas only 54.3% of the 35 articles employing Customer Journey Mapping showed consistent patterns. The strength of the AIDA model lies in three fundamental mechanisms: sequential causality mechanism, emotional integration capacity, and technological compatibility, all of which align with the characteristics of VR/AR technologies. This study contributes to the advancement of digital tourism theory by demonstrating that classical marketing models remain relevant and experience revitalization through immersive technologies. From a practical standpoint, the findings suggest that implementing VR/AR marketing strategies grounded in the AIDA framework yields higher conversion rates, providing strong justification for destination marketing organizations to adopt this model in optimizing investments.
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