Phygital Approach to Value Co-creation in Cultural and Creative Sector

This research work is part of the emerging paradigm outlined using phygital approaches for the experimentation of innovative forms of use of the Cultural Heritage. The conceptual framework outlined is the field of investigation in which the cultural-based experiences that combine the proposition of physical and digital value in a national and international area are explored from a managerial point of view. The research objective is pursued through a qualitative approach that aims to provide a theoretical understanding and explanation of the phygital phenomenon in the cultural sector. The innovativeness of the proposal is expressed in the comparative analysis of the selected cases, with the purpose of identifying best in class and prospects for improvement. The research’s findings highlight that the phygital formula can take on different characteristics depending on the technologies used and the purpose to be achieved and can be a useful tool for the co-creation of cultural value.