Management of sustainability and well-being for individuals and society. Sinergie-Sima 2024 Conference short papers proceedings

Latest technological advancements enabled to go beyond digitalisation, offering opportunities to combine physical and digital realities in a hybrid phygital one, with the potential to disrupt several activities. The aim of this work is to conduct an explorative literature review on the emerging topic of phygital reality. We employed Structural Topic Modelling, a text mining methodology, to analyse data retrieved from Web of Science and Scopus databases. The analysis led to the identification of seven thematic areas that allow to gain a broad understanding of phygital applications in different contexts: (1) Metaverse, (2) Health Technology, cultural heritage and gaming, (3) Fashion & Luxury, (4) Customer experience, (5) Education, (6) Tourism, (7) Retail experience. The study provides some clarity on the exploitation opportunities of phygital reality and identifies a gap concerning the phygital applications to enhance social inclusion toward some disadvantaged and marginalised segments, thus providing insights on business opportunities to fill this gap.