Creating Smart Hybrid Solutions for Destinations: Lessons from COVID-19

有人认为，个人更喜欢购买体验，而不仅仅是产品或服务。客户享受物理体验，如在商店购物或参加音乐会，以及数字体验，如上网冲浪或玩VR/AR应用程序。因此，人们越来越需要物理（物理+数字）体验，即，亲身体验，而不会错过使用数字技术的好处。现有的旅游业研究认识到，phygital战略可以为该部门带来创新，使其能够满足新游客的需求，而不仅仅是改进。然而，到目前为止，phygital的结构仍然没有得到充分的理解，并且缺乏一个全面的理论框架来理解各个方面（例如，人的数量，哪种技术）的phygital经验。此外，也没有详细调查游客的看法以及将这些做法纳入今后旅游目的地发展战略的机会。与SimpleView合作，SimpleView是一家世界领先的目的地软件，数据分析和洞察公司，本论文的总体目标是在旅游业中开发和应用一个新的phygital解决方案框架。本文试图通过三个不同的研究来达到总体的研究目的。这三项研究都有助于实现总体研究目标，但每篇论文都解决了不同的研究问题。这三个研究问题是：1）如何对以前的研究和实际的phygital例子进行分类和理解，为phygital经验提供一个共同的框架？2)植物系统的不同属性（即，物理和数字解决方案的融合，哪种技术，有多少人）有助于游客的参与度和满意度？3）旅游目的地如何利用创新工具在其战略中共同设计、开发和实施物理参与解决方案？论文一（RQ 1）是一个系统的文献综述和内容分析，以检查在不同行业采用的phygital解决方案的各种例子，以提供未来的研究议程。论文二（RQ 2）调查了影响游客参与度和满意度的因素，当与phygital解决方案进行交互时。将设计一个在线调查（n= 250最低），整合卡诺模型和半结构化的采访游客。卡诺模型允许基于理论的phygital解决方案的分类，例如，“必须”（必须提供，但不有助于满意度）或“意想不到的功能”（将惊喜客户导致满意度）在定义游客满意度。最后，论文三（RQ 3）基于论文一和二的研究结果，探讨了旅游目的地管理者如何制定和实施生态战略。目的是通过半结构化访谈和焦点小组，激发关于理想结构、步骤、最适合采用的技术以及相关机遇和挑战的共同创造性讨论。为此，将采用创新工具。从理论上讲，这项研究1）将提供一个新的理论框架的phygital经验; 2）将分类有多少phygital参与解决方案有助于（不）满意度，如果（不）提供，从而提供洞察适当采用这种解决方案从基于位置的角度;和3）建议一个创新的共创车间设计方法，以探索机遇和挑战。实际上，这项工作1）提高了从业者对实施phygital战略重要性的认识; 2）制定建议，以支持正确采用phygital解决方案，促进旅游业恢复和复原力; 3）强调战略目的地管理方面的机遇和挑战。

It has been argued that individuals prefer to buy experiences rather than mere products or services. Customers enjoy physical experiences, such as buying in stores or attending concerts, and digital experiences, such as surfing the web or playing with VR/AR applications. Thus, people are increasingly demanding phygital (physical+digital) experiences, i.e., in-person experiences, without missing the benefits of using digital technologies. Existing tourism research realises that phygital strategies can bring innovation to the sector, allowing it to meet new tourists' needs and not solely improvements. However, to date, the construct of phygital remains insufficiently understood and lacks a comprehensive theoretical framework to understand the various facets (e.g., number of people, which technology) of phygital experiences. Moreover, there has been no detailed investigation of the tourists' perception and the opportunity for integrating such practices into future destination development strategies. Working in partnership with SimpleView, a world-leading destination software, data analytics, and insights company, the overall aim of this thesis is to develop and apply a new framework of phygital solutions in the tourism sector. This thesis attempts to meet the overarching research aim by conducting three different studies. All three studies contribute to the overall research aim, but each paper tackles a different research question. The three research questions are 1) How can previous research and practical-phygital examples be classified and understood to inform a common framework for phygital experiences? 2) How do different attributes of phygital systems (i.e., blend of physical and digital solutions, which technology, how many people) contribute to the level of visitor engagement and satisfaction? And 3) How can tourist destinations co-design, develop and implement phygital engagement solutions in their strategies using innovation tools? Paper One (RQ1) is a systematic literature review and a content analysis to examine various examples of phygital solutions adopted in different industries to provide a future research agenda. Paper Two (RQ2) investigates the factors influencing visitor engagement and satisfaction when interacting with phygital solutions. An online survey (n= 250 minimum) integrating the Kano model and semi-structured interviews with tourists will be designed. The Kano model allows a theory-based categorisation of phygital solutions into, for instance, 'must-be' (must be offered but does not contribute to satisfaction) or 'unexpected features' (will surprise customers leading to satisfaction) in defining visitor satisfaction. Finally, based on the findings of Paper One and Two, Paper Three (RQ3) investigates how tourist destination managers can frame and implement a phygital strategy. The aim is to stimulate co-creative discussions about the ideal structure, the steps, the most suitable technologies to adopt and the related opportunities and challenges through semi-structured interviews and focus groups. In doing so, innovation tools will be applied. Theoretically, this study 1) will provide a new theoretical framework of phygital experiences; 2) will categorise how much phygital engagement solutions contribute to (dis)satisfaction if (not) provided, thus providing insight into the appropriate adoption of such solutions from a place-based perspective; and 3) suggest an innovative co-creation workshop design method to explore opportunities and challenges. Practically, the work 1) raises the level of practitioners' awareness about the importance of implementing phygital strategies; 2) develops recommendations to support the correct adoption of phygital solutions for tourism recovery and resilience and 3) emphasises opportunities and challenges in terms of strategic destination management.