Revealing Immersive Guest Experiences (IGX) in the Hotel Industry Using Clustering Analysis

The purpose of this study is to analyze existing research on the use of immersive technologies in the hotel industry and build academic and practical knowledge to explore current areas of immersive technology research and development that are critical for the effective digitalization of the hotel industry. Clustering analysis was applied to the publications analyzed by unsupervised machine learning method using the K-Means algorithm. To verify these concepts and answer the research questions, the clustered publications were subjected to in-depth content analysis within the framework of the research questions. The findings provide comprehensive information on the scope of Immersive Guest Experiences (Hereinafter referred to as IGX) for hotel industry and categorize the antecedents, dimensions, and consequences of IGX in hotels to better understand the reasons for the use of immersive technology in the hotel industry. The results provide guidance for practitioners in the design of IGX in hotels.