Phygital museum experiences for Gen Z: investigating cultural engagement drivers across physical and digital domains

Purpose This study examines how phygital museum experiences − hybrid interactions that blend physical and digital dimensions − can engage Generation Z by reactivating the inspirational function of museums in the Experience Economy. It aims to understand how immersive technologies can shape cultural relevance, emotional salience and relational engagement for digital-native audiences. Design/methodology/approach A sequential exploratory mixed-methods design was adopted. A Delphi study involving 15 multidisciplinary experts informed the development of the protocol. Subsequently, a field study was conducted at the MAUTO museum in Turin, involving 12 Generation Z participants experiencing AR/VR exhibits. Pre- and post-experience focus groups were analyzed using Leximancer semantic mapping and thematic coding, triangulated with structured observations. Findings Data and interviews reveal a transformation in how Generation Z perceives museums: from static, obligatory spaces to potential arenas of personal inspiration, if mediated through relational, multi-sensory and co-creative phygital tools. However, participants also identified limitations of phygitality, including reduced social interaction, emotional detachment and a lack of sensory depth. Authenticity, shareability and narrative flexibility emerged as key drivers of engagement. Synthesized through 7Es framework (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints and the Emic/Etic process), the findings explain the main engagement trade-offs across physical and digital domains introducing “relational immersion” as a condition for meaningful phygital cultural engagement. Originality/value To the best of the authors’ knowledge, this is the first empirical study to investigate Generation Z’s cultural engagement through a phygital lens in the museum sector. It offers actionable insights for service managers on designing emotionally resonant and socially connected phygital experiences, redefining museums as inspirational platforms for digital-native generations.