PHYGITAL MARKETING AND VISITOR EXPERIENCE MANAGEMENT IN URBAN CULTURAL TOURISM: EVIDENCE AND POLICY IMPLICATIONS FROM HO CHI MINH CITY

Abstract As digital transformation and the development of smart tourism become increasingly important options, visitor experience management in urban cultural tourism increasingly depends on the ability to connect physical spaces, digital platforms, and post-trip interactions. This study analyzes the role of Phygital marketing in visitor experience management at urban cultural tourism spaces in Ho Chi Minh City. Based on an exploratory-descriptive design, the study combines field observations, expert consultations, and quantitative surveys with 500 respondents belonging to five groups related to urban cultural tourism experiences. Data was analyzed using descriptive statistics to assess digital touchpoint infrastructure, phygital interaction levels, visitor emotional responses, and the ability to maintain connections after the experience. The results show that urban cultural spaces in Ho Chi Minh City have the potential to generate positive emotions, visual effects, and sharing behavior on digital platforms. However, the phygital experience remains limited by uneven connectivity infrastructure, insufficient personalization of digital content, and weaknesses in post-visit engagement. Based on the Stimulus–Organism–Response (S-O-R) framework, this study proposes policy implications for standardizing phygital touchpoints, developing connectivity infrastructure, personalizing cultural content, and building mechanisms for maintaining relationships with tourists after their trip. The research results provide initial evidence for the application of phygital marketing in managing tourist experiences and developing urban cultural tourism in Ho Chi Minh City.