A comprehensive framework for phygital tourism experiences: bridging academic insights and industry practices across sectors

Abstract

This study seeks to provide both researchers and industry practitioners with a more refined understanding of phygital tourism experiences by introducing a new, integrated conceptual framework, drawing on insights from multiple sectors. Using a narrative review guided by PRISMA methodology and a content analysis of 84 practical-phygital examples across 11 industries, including tourism, luxury fashion, and retail, the research identifies key gaps in the current theoretical understanding and practical applications of phygital experiences. A total of 57 academic articles were analysed, leading to the identification of four central themes in the existing literature: defining phygital, customer responses, the technological components of phygital experiences, and phygital strategies. Based on these findings, the study proposes a novel integrated framework for phygital experiences and offers a future research agenda. The study also highlights important gaps between academic research and industry practices, particularly regarding accessibility, employee perspectives, and the perceptions of older generations. This comprehensive critique goes beyond current insights, presenting a holistic perspective that addresses both the theoretical foundations and practical elements of phygital experiences while encouraging tourism and hospitality providers to adopt cross-sectoral lessons for successful implementation.