Interest in the application of phygital marketing to retail commerce has increased in recent
years. Implicit in this excitement is the notion that physical experiences provide unique value …

The label “phygital”(physical plus digital) has been proposed to describe how companies try
to engage customers due to the exploitation of smart technologies. Although used mainly by …

Phygital retailing connects physical and digital world to build unique customer experiences.
Although the applications of phygital retailing are increasing, it is yet to understand what …

Phygital retail experiences connect physical and digital worlds together to create unique
experiences among customers. Despite the widespread uses and applications of phygital …

Purpose Information communication technologies (ICTs) of destination are not a mere
mechanism of technical interaction; they are, above all, new mixed realities that integrate …

Museums offer an ideal environment for informal cultural learning on heritage artifacts,
where visitors get engaged in learning due to an intrinsic motivation. Sharing the museum …

Mixed reality (MR) in museums has become increasingly prevalent because of the rapid
progress of digitalisation. However, there is a dearth of research examining the impact of MR …

With the digitization of historical databases and endowments, care must be taken when
designing the framework for an information system on the web. Because conflicts arise …

Purpose Due to rapid digitalization, the emergence of the “phygital” environment, which
blends physical and digital experiences, creates unique challenges for researchers. This …

The paper presents different experiences developed at the Department of Architecture and
Design of Politecnico di Torino in collaboration with Fondazione Museo delle Antichità …