Oportunidades das abordagens Phygital na experiência do turismo cultural na Paraíba.

Abstract

Cultural tourism plays a strategic role in socioeconomic development, the enhancement of cultural identity, and heritage preservation. However, digital transformation has been changing the ways in which tourists interact with destinations, expanding the potential of technologies capable of integrating physical and digital experiences. In this context, the phygital concept has gained prominence by combining technological resources with in-person environments to provide more immersive, interactive, and sustainable experiences. Despite growing international interest in the topic, the application of phygital approaches to cultural tourism remains at an early stage in Brazil, particularly in the state of Paraíba, revealing both a theoretical and practical gap. Against this backdrop, this study aims to analyze opportunities for incorporating phygital approaches into the cultural tourism experience in Paraíba. To this end, a qualitative approach was adopted and structured in the following steps: a systematic literature review, benchmarking of international cases, and focus groups with experts. The findings demonstrate the advancement of knowledge on phygital cultural tourism, which has the potential to enhance the tourist experience by promoting cultural heritage and contributing to the sustainability of tourism destinations. Opportunities for applying phygital approaches to Brazilian cultural attractions were identified, along with enabling factors, such as innovation and collaborative governance, and barriers related to infrastructure, costs, and capacity building. The findings also highlight the role of higher education institutions and institutional partnerships in promoting the digital transformation of cultural tourism in Paraíba.