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This research aims to examine how phygital marketing enhances visitor experience management in urban cultural tourism in Ho Chi Minh City.

May 13, 2026Open Access

Phygital Marketing and Visitor Experience Management in Urban Cultural Tourism: Evidence and Policy Implications From Ho Chi Minh City

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Randomized trial analyzes phygital marketing effects on visitor experience in urban tourism, suggesting improved engagement strategies.

This research aims to examine how phygital marketing enhances visitor experience management in urban cultural tourism in Ho Chi Minh City.
Exploratory-descriptive design combining field observations, expert consultations, and quantitative surveys
Surveyed 500 respondents from five groups related to urban cultural tourism
Data analyzed using descriptive statistics to assess visitor interactions and emotional responses
Positive emotions and visual effects were generated in urban cultural spaces, enhancing digital sharing behavior.
Connectivity infrastructure and personalization of digital content were identified as limiting factors for phygital experiences.
Policy implications were proposed for standardizing touchpoints and improving post-visit engagement strategies.

DINH et al. (2026) studied this question.

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