Summary table
| Conclusions | Implications |
|---|---|
| Phygital marketing strategies significantly enhance customer engagement and satisfaction among digital-native tourists | The study integrates SDL and EMT to demonstrate how value co-creation and immersive experiences contribute to tourist satisfaction, providing a fresh perspective on understanding tourism marketing |
| Customer engagement mediates the relationship between phygital experiences and customer satisfaction | Tourism marketers should invest in multisensory digital-physical integrations to strengthen engagement touchpoints, thereby improving satisfaction and revisit intentions |
| Identified touchpoints, such as QR-based payments, digital guides and wi-fi access, directly influence digital-native behavior | Destination managers and policymakers should prioritize infrastructure upgrades that support seamless digital experiences to remain competitive in attracting young, tech-savvy travelers |
| Conclusions | Implications |
|---|---|
| Phygital marketing strategies significantly enhance customer engagement and satisfaction among digital-native tourists | The study integrates |
| Customer engagement mediates the relationship between phygital experiences and customer satisfaction | Tourism marketers should invest in multisensory digital-physical integrations to strengthen engagement touchpoints, thereby improving satisfaction and revisit intentions |
| Identified touchpoints, such as QR-based payments, digital guides and wi-fi access, directly influence digital-native behavior | Destination managers and policymakers should prioritize infrastructure upgrades that support seamless digital experiences to remain competitive in attracting young, tech-savvy travelers |
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