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Advisor(s)
Abstract(s)
O conceito phygital combina elementos físicos e digitais, possibilitando experiências únicas e destacando-se no setor do turismo. No contexto turístico, essa integração oferece oportunidades de exploração e interação ao unir o comércio fisico com experiências digitais. Estratégias phygital geram experiências imersivas e personalizadas, mas enfrentam desafios como a gestão de privacidade e segurança dos dados, a necessidade de adesão às novas tecnologias por parte dos turistas e comerciantes e a dependência de equipamentos conectados.
Setores como museus e retalho já aplicam estratégias phygital, combinando o físico e o digital para enriquecer a experiência do consumidor e divulgar espaços com menor alcance. Este estudo analisa como o phygital pode fortalecer a conexão entre turistas e comércios locais na Ilha da Madeira, destacando o impacto positivo na atratividade turística e no aumento de vendas.
A metodologia adotada foi descritiva exploratória, dividindo-se em duas etapas. A primeira consistiu na revisão de literatura de artigos científicos e de investigação para fundamentar o conceito e as aplicações do phygital. A segunda envolveu a aplicação de um questionário desenvolvido através do Microsoft Forms, procurando captar as perceções e comportamentos dos turistas sobre a utilização de tecnologias no turismo local.
Os resultados confirmam que a maioria dos turistas manifesta interesse em experiências digitais simples e acessíveis durante a sua estadia. Tecnologias como realidade aumentada e aplicações digitais mostram-se eficazes na criação de experiências personalizadas e no aumento do envolvimento com o comércio local, resultando em maior geração de vendas. A sinergia entre físico e digital representa uma oportunidade estratégica para o setor turístico, combinando inovação e preservação cultural.
Com base nesses resultados, o estudo sugere que a implementação do phygital pode contribuir significativamente para o desenvolvimento sustentável do turismo e a valorização do comércio local.
The phygital concept combines physical and digital elements, enabling unique experiences and standing out in the tourism sector. In the tourism context, this integration offers opportunities for exploration and interaction by uniting physical commerce with digital experiences. Phygital strategies generate immersive and personalized experiences, but face challenges such as data privacy and security management, the need for tourists and merchants to adhere to new technologies, and the dependence on connected equipment. Sectors such as museums and retail are already applying phygital strategies, combining the physical and digital to enrich the consumer experience and promote spaces with less reach. This study analyzes how phygital can strengthen the connection between tourists and local businesses in Madeira Island, highlighting the positive impact on tourist attractiveness and increased sales. The methodology adopted was descriptive and exploratory, divided into two stages. The first consisted of a literature review of scientific and research articles to substantiate the concept and applications of phygital. The second involved the application of a questionnaire developed through Microsoft Forms, seeking to capture the perceptions and behaviors of tourists about the use of technologies in local tourism. The results confirm that the majority of tourists express interest in simple and accessible digital experiences during their stay. Technologies such as augmented reality and digital applications have proven effective in creating personalized experiences and increasing engagement with local commerce, resulting in greater sales generation. The synergy between physical and digital represents a strategic opportunity for the tourism sector, combining innovation and cultural preservation. Based on these results, the study suggests that the implementation of phygital can contribute significantly to the sustainable development of tourism and the enhancement of local commerce.
The phygital concept combines physical and digital elements, enabling unique experiences and standing out in the tourism sector. In the tourism context, this integration offers opportunities for exploration and interaction by uniting physical commerce with digital experiences. Phygital strategies generate immersive and personalized experiences, but face challenges such as data privacy and security management, the need for tourists and merchants to adhere to new technologies, and the dependence on connected equipment. Sectors such as museums and retail are already applying phygital strategies, combining the physical and digital to enrich the consumer experience and promote spaces with less reach. This study analyzes how phygital can strengthen the connection between tourists and local businesses in Madeira Island, highlighting the positive impact on tourist attractiveness and increased sales. The methodology adopted was descriptive and exploratory, divided into two stages. The first consisted of a literature review of scientific and research articles to substantiate the concept and applications of phygital. The second involved the application of a questionnaire developed through Microsoft Forms, seeking to capture the perceptions and behaviors of tourists about the use of technologies in local tourism. The results confirm that the majority of tourists express interest in simple and accessible digital experiences during their stay. Technologies such as augmented reality and digital applications have proven effective in creating personalized experiences and increasing engagement with local commerce, resulting in greater sales generation. The synergy between physical and digital represents a strategic opportunity for the tourism sector, combining innovation and cultural preservation. Based on these results, the study suggests that the implementation of phygital can contribute significantly to the sustainable development of tourism and the enhancement of local commerce.
Description
Keywords
Phygital Comércio digital Phygital no turismo Experiência do consumidor Digital commerce Consumer experience Phygital in tourism