Taewon Suh

Professor of Marketing, Department of Marketing Faculty profile

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July–September 2026

Illustration of a hotel concierge and a guest at a lobby desk exploring an interactive map of a coastal destination with floating images of a room and a village.

Hospitality & Retail2 min read

How Hotels and Restaurants Adopt Immersive Technology to Co-Create Guest Experiences

A forthcoming exploratory study looks at how hospitality firms take up immersive technologies such as virtual and augmented reality, and how guests and firms create value together in blended physical and digital settings.

Taewon Suh

January–March 2026

Illustration of a multi-level venue blending physical and digital experiences, with immersive projections, interactive exhibits, a gallery, and a concert hall stage.

Marketing3 min read

Four Ways to Blend Physical and Digital Customer Experiences Into a Business Model

A study of 33 global cases sorts phygital customer experiences into four types and shows how firms can turn them into repeatable, scalable business models that create value for customers and society.

Taewon Suh

Taewon Suh

July–September 2026

How Hotels and Restaurants Adopt Immersive Technology to Co-Create Guest Experiences

January–March 2026

Four Ways to Blend Physical and Digital Customer Experiences Into a Business Model

One research-backed idea, every Thursday