AR/VR Experience Promises on Luxury Hotel Websites: A Gimmick Marketing Analysis within the Framework of Claim-Reach-Operability

Abstract

Purpose – This study examines whether AR/VR/metaverse-based experience claims presented on the official websites of luxury/upscale hotel businesses are transformed into accessible and operational digital experiences for end users. For this purpose, a four-type classification based on claim–access–operation alignment is proposed. In addition, a Gimmick Index constructed by scoring each dimension on a 0–2 range is used. This index is not a standardized measurement tool; it is an interpretive analytical tool that supports the typological distinctions.
Design/methodology/approach – The study was conducted through document analysis and qualitative content analysis based on publicly available corporate digital content. The sampling frame was established through a systematic Google search conducted on 6 January 2026. Only technology claims that could be directly verified on official hotel websites were included in the analysis. The data were coded across the dimensions of claim, accessibility, and operationality. These dimensions were also evaluated together through the Gimmick Index.
Results – The findings show that only one hotel falls into Type 1 (operational AR/VR). No case matched Type 2. Five hotels clustered under Type 3 (symbolic adoption). One hotel was classified as Type 4 (misleading labeling). The Gimmick Index points to a high-gimmick profile in cases where strong claims are not supported by accessibility and operationality. In the case where full alignment is observed, it indicates a low-gimmick profile.
Discussion – The study shows that a substantial proportion of technology-based experience promises on luxury hotel websites produce strong discourse, but do not turn into verifiable and functioning digital experiences. In this respect, the typology and the Gimmick Index together help evaluate when digital experience promises generate value and when they remain symbolic or misleading.