A recent issue of the Journal of Services Marketing has introduced me to a new topic in the literature that I thought I'd share below. The same issue has other articles on this same topic for those interested in exploring this further.
Casalegno, C., L. Iaia, B. Morelli, M. Tamiazzo and M. Pironti (2026): Phygital museum experiences for Gen Z: investigating cultural engagement drivers across physical and digital domains, JOURNAL OF SERVICES MARKETING, (), pp.
Purpose This study examines how phygital museum experiences - hybrid interactions that blend physical and digital dimensions - can engage Generation Z by reactivating the inspirational function of museums in the Experience Economy. It aims to understand how immersive technologies can shape cultural relevance, emotional salience and relational engagement for digital-native audiences.Design/methodology/approach A sequential exploratory mixed-methods design was adopted. A Delphi study involving 15 multidisciplinary experts informed the development of the protocol. Subsequently, a field study was conducted at the MAUTO museum in Turin, involving 12 Generation Z participants experiencing AR/VR exhibits. Pre- and post-experience focus groups were analyzed using Leximancer semantic mapping and thematic coding, triangulated with structured observations.Findings Data and interviews reveal a transformation in how Generation Z perceives museums: from static, obligatory spaces to potential arenas of personal inspiration, if mediated through relational, multi-sensory and co-creative phygital tools. However, participants also identified limitations of phygitality, including reduced social interaction, emotional detachment and a lack of sensory depth. Authenticity, shareability and narrative flexibility emerged as key drivers of engagement. Synthesized through 7Es framework (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints and the Emic/Etic process), the findings explain the main engagement trade-offs across physical and digital domains introducing "relational immersion" as a condition for meaningful phygital cultural engagement.Originality/value To the best of the authors' knowledge, this is the first empirical study to investigate Generation Z's cultural engagement through a phygital lens in the museum sector. It offers actionable insights for service managers on designing emotionally resonant and socially connected phygital experiences, redefining museums as inspirational platforms for digital-native generations.
Link: https://servsig.us3.list-manage.com/track/click?u=b9cf047efd376eaa62845b054&id=0c7577351f&e=71fb275004. Click or tap if you trust this link." rel="noopener noreferrer" data-auth="NotApplicable" data-linkindex="20" style="color: #B11E3B; text-decoration: none; margin: 0">http://dx.doi.org/10.1108/JSM-09-2025-0666 [https://servsig.us3.list-manage.com/track/click?u=b9cf047efd376eaa62845b054&id=ea62c636bf&e=71fb275004. Click or tap if you trust this link." rel="noopener noreferrer" data-auth="NotApplicable" data-linkindex="21" style="color: #B11E3B; text-decoration: none; margin: 0">Google]
Robert C. Ford, PhD
Professor of Management Emeritus
Department of Management
College of Business Administration
4000 Central Florida Blvd.
P.O. Box 161400
University of Central Florida
Orlando, Florida 32816-1400
Phone: 407-601-4616; Fax: 407-823-3725