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The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.

This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.

The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.

The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.

This study aims to guide travel agencies to adapt their services to the expectations of digital nomads and to create new packages.

This study, which is undertaken with the social constructivism approach, is designed as a case study. Secondary data on Remote Year as the case, experiences were obtained within the Trustpilot application. Four hundred and eighty-seven useable comments made between 2016, the year of its establishment, and 2024 were accepted as documents. These data were supported by interviews.

The findings of the study basically identify that the services provided by RY provide physical, social and psychological support to the digital nomad and are therefore preferred.

This study attempts to address the lack of supply-side studies in the digital nomadism literature. The concept of NomadEase was introduced to the literature and the need for entrepreneurs to manage physical, social and psychological resources together and in harmony was emphasized.