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Journals / Dijital Çağda İşletmecilik Dergisi / 2026 / Cilt: 9 Sayı: 1

Immersive Technologies in Luxury Tourism and the Paradox of Effortless Luxury: A Bibliometric Analysis

LÜKS TURİZMDE SÜRÜKLEYİCİ TEKNOLOJİLER VE ZAHMETSİZ LÜKS PARADOKSU: BİBLİYOMETRİK ANALİZ

Alev Güngör(DOKUZ EYLUL UNIVERSITY, INSTITUTE OF SOCIAL SCIENCES, TOURISM MANAGEMENT - TOURISM ADMINISTRATION (DR))0000-0003-1503-3764
Hülya Kurgun(DOKUZ EYLÜL ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ)0000-0002-1745-1452
Pages
1–12
Publication Date
2026-08-31
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AI Summary & Key Takeaways

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

The findings indicate a significant scholarly focus on the technical capacity and marketing potential of technology; however, they also reveal that the tension between "effortlessness"—the essence of luxury—and the "cognitive load" introduced by technology has been largely overlooked.

📌 3 Key Takeaways

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Objective & Hypothesis:As the tourism industry undergoes a fundamental paradigm shift driven by the transformative impact of digital technologies, the luxury tourism segment stands at the epicenter of this transformation.
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Key Findings & Data:This study aims to map the scientific knowledge network at the intersection of luxury tourism and immersive technologies (AR, VR, AI, Metaverse, etc.) and to examine the intellectual structure of the field within the context of the "Effortless Luxury Paradox." A total of 122 academic publications covering the period 2010–2025, retrieved from the Web of Science (WoS) database, were subjected to bibliometric analysis using VOSviewer software.
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Conclusion & Impact:The findings indicate a significant scholarly focus on the technical capacity and marketing potential of technology; however, they also reveal that the tension between "effortlessness"—the essence of luxury—and the "cognitive load" introduced by technology has been largely overlooked.
🔬Design:Araştırma Makalesi
📍Scope:2010–2025 Verileri
⚙️Variables:Zahmetsiz Lüks Paradoksu · Lüks Turizm · Sürükleyici Deneyim Teknolojileri

Abstract

As the tourism industry undergoes a fundamental paradigm shift driven by the transformative impact of digital technologies, the luxury tourism segment stands at the epicenter of this transformation. This study aims to map the scientific knowledge network at the intersection of luxury tourism and immersive technologies (AR, VR, AI, Metaverse, etc.) and to examine the intellectual structure of the field within the context of the "Effortless Luxury Paradox." A total of 122 academic publications covering the period 2010–2025, retrieved from the Web of Science (WoS) database, were subjected to bibliometric analysis using VOSviewer software. The keyword co-occurrence analysis revealed that the literature clusters around five main themes: (1) Artificial Intelligence and Resistance, (2) Virtual Reality and Marketing, (3) Customer Experience, (4) Augmented Reality and Hospitality, and (5) Next-Generation Luxury and the Metaverse. The findings indicate a significant scholarly focus on the technical capacity and marketing potential of technology; however, they also reveal that the tension between "effortlessness"—the essence of luxury—and the "cognitive load" introduced by technology has been largely overlooked. The emergence of the concept of "Resistance" in association with technology clusters within the map is interpreted as concrete evidence of consumer skepticism toward hyper-automation. The study offers an original theoretical contribution to the literature by arguing that technology can create value in the luxury experience only insofar as it remains "intuitive" and "invisible."

Özet

Turizm endüstrisi, dijital teknolojilerin dönüştürücü etkisiyle köklü bir paradigma değişimi yaşarken, lüks turizm segmenti bu dönüşümün merkezinde yer almaktadır. Bu çalışma, lüks turizm ve sürükleyici teknolojiler (AR, VR, AI, Metaverse vb.) aracılığıyla bilimsel bilgi ağını haritalandırmak ve bu aladaki yapıyı "Zahmetsiz Lüks Paradoksu" (Effortless Luxury Paradox) bağlamında incelemeyi amaçlamaktadır. Çalışma kapsamında Web of Science (WoS) veri tabanından elde edilen ve 2010-2025 yıllarını kapsayan 122 adet akademik yayın, VOSviewer yazılımı kullanılarak bibliyometrik analize tabi tutulmuştur. Anahtar kelime birliktelik analizi sonucunda literatürün; (1) Yapay Zekâ ve Direnç, (2) Sanal Gerçeklik ve Pazarlama, (3) Müşteri Deneyimi, (4) Artırılmış Gerçeklik ve Otelcilik, (5) Yeni Nesil Lüks ve Metaverse olmak üzere 5 temel küme etrafında toplandığı tespit edilmiştir. Analiz bulguları, literatürde teknolojinin teknik kapasitesine ve pazarlama potansiyeline yoğun bir ilgi olduğunu; ancak lüksün özü olan "zahmetsizlik" ile teknolojinin getirdiği "bilişsel yük" arasındaki gerilimin ihmal edildiğini ortaya koymaktadır. Haritada "Resistance" (Direnç) kavramının teknoloji kümeleriyle ilişkili çıkması, tüketicilerin aşırı otomasyona karşı mesafeli durduğunun somut bir kanıtı olarak yorumlanmıştır. Çalışma, lüks deneyiminde teknolojinin ancak "sezgisel" ve "görünmez" olduğu sürece değer yaratabileceğini savunarak literatüre özgün bir teorik katkı sunmaktadır.

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Cite This Article

Güngör, A., Kurgun, H. (2026). Immersive Technologies in Luxury Tourism and the Paradox of Effortless Luxury: A Bibliometric Analysis. Dijital Çağda İşletmecilik Dergisi, Cilt: 9 Sayı: 1, 1–12. https://doi.org/10.46238/jobda.1850220

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