Phygital

Mieli, Micol

doi:10.4337/9781800377486.phygital

Cited by 4 publications

(2 citation statements)

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“…It is within this paradigm that fits the Phygital approach, whose conceptualization responds to a link between the digital functions and the physical experience of the customer and vice versa (Batat, 2020). The interest of the scientific community toward this emerging phenomenon is remarkable (Debono, 2021;, although research into the theoretical development of this phenomenon is still at its early stage, because the declinations to which this conceptualization opens are complex and multiple, and reflect also the social, cultural and economic changes that have recently occurred on the national and international scene (Mieli, 2022).…”

Section: Innovation In Cultural Institutions: Application Of the Phyg...mentioning

confidence: 99%

“…The mechanisms of meaning triggered by cultural organizations that choose to provide their stakeholders with the appropriate tools are translated, thus, in the definition of integrated approaches in which the fruitive experiences and the value that derives from them are co-created as generated effects and therefore as derived outcome (Minkiewicz et al , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

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Phygital approach to value co-creation in international museums

Clemente,

Iodice,

Carignani

et al. 2024

MBE

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Purpose The purpose of this paper is, through an exploratory analysis, to identify good practices implemented by international museums in the phygital context and their classification in terms of customer experiences, in order to identify innovative cultural value creation and co-creation practices. Design/methodology/approach The authors adopt a qualitative approach of multiple case studies. The analysis conducted formed the information base through which to proceed with the classification of phygital customer experiences through the extended reality technologies framework Findings The analysis conducted on the selected international museums shows that the phygital formula can take on different characteristics depending on the technologies used and the purpose to be achieved and can be a useful tool for the co-creation of cultural value. Originality/value The originality of this contribution lies in the comparative analysis proposed among the case studies to intercept best practices in the phygital field, in the classification of phygital experiences through a novel frame of reference and in the identification of prospects for improvement of an emerging phenomenon in the literature on cultural sector management.

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Section: Innovation In Cultural Institutions: Application Of the Phyg...mentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%