<![CDATA[This study aimed to collect information on consumer journey studies published in Scopus, Emerald Insight, and ScienceDirect from 2013 to 2023. In addition, the procedures were carried out using the principles of content analysis and a systematic mapping study mechanism, with seven aspects of analysis. A total of 60 articles were analyzed, and significant fluctuations were observed. The results showed that the highest number of articles was produced in 2019 and 2022, with the most productive countries being the United Kingdom (UK) and the United States. The study's predominant focus was consumer journey channels, with retail as the most significant locus. The results revealed that most articles used qualitative study methods, content, and thematic data analysis techniques, and an exploratory design. Consumer journey research has several important novelties for future studies. First, increased investment and international collaboration are needed to advance research in less-developed countries. Second, the future of this research includes technology personalization, studies of cultural, social, and inter-generational differences, and longitudinal studies. Third, research locations such as art festivals, hotels, and banks present great opportunities for exploration. Fourth, mixed methods were suitable due to their flexibility and depth of analysis. Fifth, exploratory methods are very effective for uncovering new aspects.]]>
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