From immersion to implementation: a co-creative framework for XR integration in medical hospitality services

Purpose This paper seeks to develop a new conceptual framework for extended reality (XR)-powered mobile apps in medical hospitality. Drawing on service-dominant logic (SDL) and immersive service design principles, it aims to fill the research gap regarding the sustainable, human-centered integration of XR technology in healthcare settings. Design/methodology/approach A systematic literature review was conducted following PRISMA guidelines to ensure rigor, transparency and replicability across four primary academic databases (i.e. Scopus, Web of Science, PubMed and IEEE). Thematic analysis resulted in four core pillars of our proposed framework: user-centered design, immersive content architecture, operational integration and stakeholder alignment. Findings This paper presents a comprehensive, coherent framework for co-creating and operationalizing XR-enabled mobile apps in medical hospitality settings. This framework explicates the requisites of situational adaptation, stakeholder synergy, emotional engagement and patient experiences. Practical implications Findings provide valuable, actionable alignment for XR developers, service designers and healthcare managers across immersive technology and clinical workflows. They encompass designed workflows to scope XR-enabled mobile apps’ prototyping, testing and scaling in healthcare and hospitality service ecosystems. Originality/value This paper integrates SDL with medical hospitality XR-enabled mobile app design to develop a multidimensional framework for immersive technologies as innovation components in digital healthcare.