...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...

... Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper aims to present a measurement method for exploring how visitors’ servicescape experiences...