Phygital approach to value co-creation in international museums

PurposeThe purpose of this paper is, through an exploratory analysis, to identify good practices implemented by international museums in the phygital context and their classification in terms of customer experiences, in order to identify innovative cultural value creation and co-creation practices.Design/methodology/approachThe authors adopt a qualitative approach of multiple case studies. The analysis conducted formed the information base through which to proceed with the classification of phygital customer experiences through the extended reality technologies frameworkFindingsThe analysis conducted on the selected international museums shows that the phygital formula can take on different characteristics depending on the technologies used and the purpose to be achieved and can be a useful tool for the co-creation of cultural value.Originality/valueThe originality of this contribution lies in the comparative analysis proposed among the case studies to intercept best practices in the phygital field, in the classification of phygital experiences through a novel frame of reference and in the identification of prospects for improvement of an emerging phenomenon in the literature on cultural sector management.