Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games

Yüce, Arif; Aydoğdu, Volkan; Yüce, Sevda Gökce; Katırcı, Hakan

doi:10.26623/themessenger.v13i1.2481

Cited by 6 publications

(3 citation statements)

References 49 publications

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“…The phygital concept originates from the convergence or “integral wholeness” (Yüce et al. , 2021, p. 1) of the digital and physical realms.…”

Section: Literature Reviewmentioning

confidence: 99%

Phygital customer journey: a practice-based approach

Mele,

Di Bernardo,

Ranieri

et al. 2024

QMR

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Purpose The study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal the underlying dynamics of these blended encounters. Design/methodology/approach Feedback from 60 individuals established the groundwork for a qualitative analysis. They chronicled customer journeys through diaries and used UXPressia software for journey mapping. This strategy enabled a detailed exploration of the PCJ, focusing on customers’ lived experiences and perceptions. Findings The study presents an integrative framework for the PCJ, identifying four key elements: hybrid artefacts (the melding of digital and physical tools/interfaces), blended contexts (the seamless integration of digital and physical spaces), circular actions (the non-linear paths of customer engagement) and intertwined emotions (the complex emotional responses to phygital experiences). These elements underscore the intricate and interconnected nature of the PCJ. Originality/value This study advances the field by applying a practice-based approach to unravel the complexities of the PCJ, illuminating the nuanced interplay between digital and physical realms. This innovative lens foregrounds the significance of practices in consumer experiences, thereby contributing to a deeper academic and practical understanding of phygital integration.

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“…The phygital concept originates from the convergence or “integral wholeness” (Yüce et al. , 2021, p. 1) of the digital and physical realms.…”

Section: Literature Reviewmentioning

confidence: 99%

Phygital customer journey: a practice-based approach

Mele,

Di Bernardo,

Ranieri

et al. 2024

QMR

View full text Add to dashboard Cite

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“…The field of gamification [8,[23][24][25] focuses on making activities more enjoyable, primarily in the context of leisure pursuits. Lastly, the concept of "phygitalization" combines physical activities with virtual elements [26].…”

Section: Digitalization In the Sports Sectormentioning

confidence: 99%

Digitalization in Trail Running: Digital Tools as Sustainable Outdoor Infrastructure

Czegledi,

Beaucousin,

Caballero-Julià

et al. 2023

Sustainability

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Studies focusing on the territorial impact of outdoor activities rarely take into account the use of digital tools, such as digital mobile devices and applications. However, these digital tools can serve as sustainable outdoor infrastructure. While digital technology is not universally embraced by trail runners today, consumer studies confirm a growing usage of digital equipment. To provide a concrete example of how digital tools are used and their potential, our study aimed to understand the patterns of digital use among trail runners in France. Through an online questionnaire study (n = 699), we found four main logics of digital use: (1) playful visit, (2) tourist discovery, (3) performance analysis, and (4) social use. Among all forms of use, the most commonly mentioned applications used by respondents during their trail runs were Strava, Garmin, and Suunto. Overall, trail runners demonstrated a high proficiency in digital use, with 95% reporting the use of these applications.

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“…Interestingly, the emergence of mobile technology such virtual reality (VR) has attract a lot attention among the marketing researchers in various field which focused on adoption of VR as marketing tool in influencing the consumer behavior. For example, in the field of retail stores [9,10,11], tourism [12,13] and virtual mobile gaming [14,15,16].…”

Section: Introductionmentioning

confidence: 99%

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

Ibrahim

Ishak

Woon

et al. 2023

ARASET

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This study aims to investigate the response from selected potential buyers on the marketing communication channel by using the application of virtual reality (VR) in new housing schemes. The objective of this study is to test the hypothesis relating to the channel attributes and potential buyers' purchase intentions through a within-subject design with 100 prospective house buyers. Data were analysed using correlation analysis in IBM SPSS software. It was found that the channel attributes are related to the house purchase intention as indicated by correlation values of 0.793, which indicates strong correlations. As the study uses a quantitative survey method, the data obtained may not be as precise as data obtained using a qualitative research method. Respondents can only select a few options, making it harder for them to express their true opinions. As a contribution to the housing industry, this study emphasizes the importance of VR house models in marketing communication by providing useful empirical results and recommendations based on the research results. The study integrates the current knowledge derived from the research conceptual framework to develop a smart real estate marketing strategy using VR.

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Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games

Cited by 6 publications

References 49 publications

Phygital customer journey: a practice-based approach

Phygital customer journey: a practice-based approach

Digitalization in Trail Running: Digital Tools as Sustainable Outdoor Infrastructure

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

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