Phygital Museums as Catalysts for Inclusivity, Well-Being, and Human-Centric Cultural Experiences Across Physical and Digital Spaces
Published online on December 15, 2025
Abstract
Journal of Macromarketing, Ahead of Print.
Despite the growing prevalence of phygital experiences across consumer life, existing scholarship lacks a comprehensive theoretical understanding of how phygitalization modifies and amplifies the museum's purpose and value creation path. While practical ...
Despite the growing prevalence of phygital experiences across consumer life, existing scholarship lacks a comprehensive theoretical understanding of how phygitalization modifies and amplifies the museum's purpose and value creation path. While practical ...