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Journals / Advances in Hospitality and Tourism Research (AHTR) / 2026 / Volume: 13 Issue: 1

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

Tayfun Yörük(AKDENIZ UNIVERSITY)0000-0002-4900-5705
Nuray Akar(Akdeniz Üniversitesi, Uygulamalı Bilimler Fakültesi, Yönetim Bilişim Sistemleri Bölümü, Bilişim Yönetimi Ana Bilim Dalı)0000-0003-2444-1233
Zeynep Karsavuran(AKDENIZ UNIVERSITY)0000-0002-1701-3321
Fulya Almaz(AKDENIZ UNIVERSITY)0000-0002-1537-3278
Pages
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Publication Date
2025-03-03
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results provide guidance for practitioners in the design of IGX in hotels.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
📊
Key Findings & Data:Clustering analysis was applied to the publications analyzed by unsupervised machine learning method using the K-Means algorithm.
💡
Conclusion & Impact:The results provide guidance for practitioners in the design of IGX in hotels.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Immersive technologies · Guest experience · IGX

Abstract

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.

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Cite This Article

Yörük, T., Akar, N., Karsavuran, Z., Almaz, F. (2025). Revealing Immersive Guest Experiences (IGX) in the Hotel Industry Using Clustering Analysis. Advances in Hospitality and Tourism Research (AHTR), Volume: 13 Issue: 1. https://doi.org/10.30519/ahtr.1553674

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