...Cecilia Casalegno; Lea Iaia; Brigida Morelli; Mattia Tamiazzo; Marco Pironti 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...

...Hasan Hüseyin Erdoğan; Ebru Enginkaya Data were collected by surveying 810 visitors to 3 museums (i.e. Louvre, Pera and Key) representing different museum types. The research model was validated by using partial least squares structural equation modeling. The predicted associations...