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

人们一直认为，个人更喜欢购买体验，而不仅仅是产品或服务。消费者喜欢实体体验，例如在商店购物或参加音乐会，以及数字体验，例如上网或玩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，同时又不能错过使用数字技术的好处。现有的旅游研究认识到，数字化战略可以为该行业带来创新，使其能够满足新的游客需求，而不仅仅是改进。然而，到目前为止，对物理体验的理解仍然不够充分，并且缺乏一个全面的理论框架来理解物理体验的各个方面（例如，人数，哪种技术）。此外，还没有对游客的感知进行详细的调查，也没有将这种做法纳入未来目的地发展战略的机会。与世界领先的旅游软件、数据分析和洞察公司SimpleView合作，本论文的总体目标是开发和应用旅游部门的数字解决方案的新框架。本文试图通过进行三种不同的研究来满足总体研究目标。所有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物理例子进行分类和理解，从而为物理体验提供一个共同的框架？2)物理系统的不同属性（即物理和数字解决方案的混合，哪种技术，多少人）如何影响访问者的参与度和满意度？3)旅游目的地如何利用创新工具在其战略中共同设计、开发和实施数字参与解决方案？论文一（RQ1）是一个系统的文献综述和内容分析，以检查不同行业采用的各种数字解决方案的例子，以提供未来的研究议程。论文二（RQ2）调查了影响访客参与和满意度的因素，当与数字解决方案互动。将设计一项在线调查（n= 250最少），将卡诺模型和对游客的半结构化访谈结合起来。Kano模型允许基于理论的物理解决方案分类，例如，在定义访问者满意度时，“必须”（必须提供但不有助于满意度）或“意想不到的功能”（将使客户感到惊讶并导致满意度）。最后，基于论文一和论文二的研究结果，论文三（RQ3）研究了旅游目的地管理者如何构建和实施数字化战略。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。在此过程中，创新工具将得到应用。从理论上讲，本研究将为生理体验提供一个新的理论框架；2)将对如果（不）提供的物理参与解决方案对（不）满意度的贡献进行分类，从而从基于地点的角度提供对适当采用此类解决方案的见解；3)提出创新的共创工作坊设计方法，探索机遇与挑战。在实践上，本研究1)提高了从业者对实施数字化战略重要性的认识水平；2)提出建议，支持正确采用旅游业恢复和复原力的数字解决方案；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.