The Phygital experience in the smart tourism destination

Abstract

Purpose

Information communication technologies (ICTs) of destination are not a mere mechanism of technical interaction; they are, above all, new mixed realities that integrate physical and digital resources. Using the utility of technology indicator, the purpose of this paper is to evaluate a new experiential model.

Design/methodology/approach

A survey of 377 tourists that stayed at hotels was conducted. It dealt with three different issues: the value of digital technologies when creating experiences, the different appeal of the digital device applications, and the measurement of the level of satisfaction with the destination, stay and expenditure.

Findings

ICTs are the main tool for building the value of the tourist experience and technological utilities increase the competitiveness of the destination. Furthermore, two types of ICT utility were identified: individual and social experience.

Research limitations/implications

These include the problems of a sampling procedure, operating with a database of tourists’ opinions, and also the specificities of each destination in particular.

Practical implications

Smart tourism destination should be considered a part of the tourist service. They are not merely information feedback but facilitate the generation of experiences built on the new digital realities.

Social implications

The Phygital phenomenon represents a radical change in the personal and social behaviour of tourists, incorporating technological matters as a direct component in their decisions and actions.

Originality/value

Phygital experience is a radical change for co-creation in tourism. Tourists are not demanding improvements but rather a new experiential model.

Citation

Ballina, F.J., Valdes, L. and Del Valle, E. (2019), "The Phygital experience in the smart tourism destination", International Journal of Tourism Cities, Vol. 5 No. 4, pp. 656-671. https://doi.org/10.1108/IJTC-11-2018-0088