The rapid proliferation of digital technologies and the growing demand for immersive experiences are reshaping travel behaviours and the design of tourist experiences. This evolution has given rise to “phygital” experiences, which seamlessly blend physical and digital realms to foster meaningful engagement. Although tourism literature acknowledges the emergence of phygital experiences, their conceptual definition and practical application remain underexplored. Therefore, this thesis undertakes a comprehensive investigation, comprising three distinctive studies, to develop and apply a novel framework of phygital experiences in the tourism sector.

Study 1 critically reviews academic literature and performs content analysis of practical-phygital examples across sectors to develop a comprehensive framework for phygital experience design. The proposed framework organises design considerations into three key dimensions: design components, types and features and strategic elements with stakeholders’ engagement. It also sets a future research agenda. Study 2 explores tourists’ perceptions of phygital experiences using a scenario-based survey. Drawing on dual-process theory and Optimal Stimulation Level (OSL) theory, it demonstrates that both emotional (hedonic) and technological (functional) elements contribute to visitor engagement, satisfaction, and intention to visit. The results underscore the importance of balanced and congruent sensory design in enhancing visitor experience. Study 3 integrates perspectives from both visitors and practitioners through the Kano model survey and qualitative interviews. Findings indicate that attributes like storytelling, emotional resonance, and human presence are valued more than technology alone. The study further highlights the importance of multidisciplinary collaboration in aligning technological, spatial, and narrative elements.

Overall, this thesis advances knowledge into the potential of physical-digital mediated experiences in the tourism context by providing a rich and comprehensive understanding of phygital experiences. It bridges critical gaps between theory and practice through an integrated framework, empirical validation of emotional and cognitive engagement pathways, and the introduction of a taxonomy of quality attributes for phygital tourism experiences. Additionally, this thesis provides actionable guidance for tourism organisations to adopt, develop, and promote sensory-rich, inclusive and human-centred phygital tourism encounters.