Phygital as a Lever for Value Propositions in Italian Cultural Tourism Startups

The proliferation of innovative digital technologies is increasingly evident in the domains of culture and tourism. This trend, characterized by significant a potential for experimentation and practical application, necessitates a comprehensive understanding of the emerging tools that are enhancing the cultural tourism sector. Central to this evolution is the emergence of cultural startups that are leveraging advanced technological solutions to revolutionize market dynamics. In the wake of the COVID-19 pandemic, which severely impacted the cultural sector, there is a pressing need for innovation. This study combines the concept of cultural tourism startups with the notion of ‘phygital’—a blend of physical and digital realities—aiming to augment the existing, yet limited, body of research in this field. This research seeks to provide insights into the market trends shaped by cultural startups, focusing on tourism. By examining case studies of Italian cultural tourism startups that are implementing innovative and engaging ‘phygital’ strategies, we aim to offer theoretical contributions to the discourse on phygital applications in culture, as well as practical recommendations for the managers and founders of cultural tourism startups that are venturing into new business models. The selected startups are primarily engaged in enhancing the experiences of incoming tourists, improving customer and partner interactions, and promoting the conservation of Italy’s cultural heritage.