Italian phygital startups and their role in enhancing cultural heritage: an emerging paradigm

Abstract Purpose- The intersection of digital innovation and cultural heritage preservation presents a unique and emerging field of study, particularly in the context of 'phygital' startups—enterprises that blend physical and digital experiences. Fusing digital innovation with Italy's rich cultural heritage enhances preservation, accessibility, and interactive visitor experiences. This paper explores the transformative role of phygital startups in valorizing Italian cultural heritage utilizing a multidimensional analytical approach. The 'phygital,' a portmanteau of 'physical' and 'digital,' refers to integrating digital technologies into physical spaces and experiences, creating a seamless interface between the two realms. This approach is particularly relevant in the cultural heritage domain, where digital technology is increasingly redefining the preservation and presentation of historical and cultural artifacts. In this context, phygital startups play a unique role in facilitating innovative experiences that enhance visitor engagement and understanding. By integrating cutting-edge technologies such as augmented reality (AR), virtual reality (VR), and interactive digital platforms, these startups create immersive and interactive experiences that bring cultural artifacts and historical narratives to life in unprecedented ways. This approach not only aids in preserving heritage but also democratizes access to it, reaching broader audiences who might not be able to experience these cultural assets in person. Design/methodology/approach - This paper will examine case studies of Italian phygital startups in the cultural heritage sector, analyzing how their innovations have contributed to the enhanced preservation, interpretation, and dissemination of cultural heritage. These case studies will provide insights into the practical applications of phygital concepts in cultural heritage, highlighting the opportunities and challenges these enterprises face. Findings—Furthermore, this study discusses the implications of physical startups for cultural heritage management, including the potential for increased visitor engagement, improved accessibility, and new revenue streams for heritage institutions. It will also address ethical considerations and the need for a balanced approach that respects the integrity and authenticity of cultural artifacts while employing modern technological enhancements. Originality - In conclusion, this paper argues that phygital startups have a significant and growing influence on the cultural heritage sector. Their innovative approaches bring new life to historical artifacts and challenge traditional methods of cultural heritage management. The findings of this study will contribute to the broader understanding of the role of digital innovation in cultural heritage preservation and provide a foundation for future research in this evolving field.