The Phygital Experiential Marketing Practices

Abstract

Over the past decade, the swift pace of digitalization and the pressure of new era technologies have not only transformed the perception and expectations of new generations but also completely created a new world of experiences. Today, the new generations are ready to experience a hybrid world described as phygital that combines digital and physical spaces. This new phygital world also provides unique value for the tourism industry to establish a new channel of interactivity with its consumers. This chapter examines the phygital concept and its impact on tourism experiences and tourism destination management. Therefore, a conceptual framework is given to deeply understand the state of the phygital. Firstly, the chapter explores augmented reality and virtual reality technologies triggering this concept, and afterward, the chapter cites the phygital-based experiential marketing practices for tourism pioneers.