Designing New Phygital Service Experiences for Hospitality

This qualitative case study explores the blending of physical and digital as phygital experience at the Rovaniemi Local Heritage Museum in the very specific context of periferal Arctic Lapland. The case study builds on participatory design and provides findings and discussions on how to utilize mobile head-mounted eye tracking sensor technology and empathy map as methods in researching phygital customer experiences during the tourism customer journeys in peripheral, remotely situated micro and small-scale organisations. The findings provide tourism, service and experience design researchers, developers, and service providers with relevant information about the future challenge of phygital touchpoint design. The case study worked as a test bed for experimenting, developing and introducing a hospitality service in fragile local context for the larger tourism audience and simultaneously paying attention and care for local community, Sustainable Development Goals and future developments in hospitality context.