Enhancing engagement with museums through phygital marketing strategies.

Abstract

The role of museums has significantly evolved from being guardians and researchers of the heritage to becoming active social and community agents, a transformation influenced by digital technologies and participatory approaches. This chapter investigates the application of Phygital strategies in museums, which integrate physical exhibits with digital platforms, in enhancing visitor engagement and education. It explores the current landscape of Phygital approaches in museum marketing and their impact on visitor experiences. The study highlights how museums leverage immersive technologies to create innovative and memorable on-site and online experiences. Despite the increasing adoption of digital strategies during the COVID-19 pandemic, the literature on Phygital practices remains secondary in museum studies, often found within technical publications or broader heritage management discussions.