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2021 | OriginalPaper | Buchkapitel

Augmented Servicescape: Integrating Physical and Digital Reality

verfasst von : Cristina Caterina Amitrano, Tiziana Russo Spena, Francesco Bifulco

Erschienen in: Digital Transformation in the Cultural Heritage Sector

Verlag: Springer International Publishing

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Abstract

This chapter goes in-depth in the analysis of the museum servicescape and discusses it as a new combination of physical and virtual contexts (i.e. mixed reality), including multiple dimensions of visitors’ interactions. The chapter proposes a conceptual model of the augmented museum servicescape to analyse how organisations face the increasing complexity in design the customer experience in the cultural heritage sector by integrating multisided aspects of digital and physical contexts. The physical, social, and emotional dimensions are integrated and designed to activate users’ roles in an augmented designed environment. Through technologies, servicescape can help users to be guided better by their choices and times, increase their engagement within the virtual exploration, and improve their content understanding through direct and augmented experience.

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Vorheriges Kapitel Proximity Marketing and Context-Information Awareness

Nächstes Kapitel Digital Targeted Communication: An Integrated Approach

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Titel: Augmented Servicescape: Integrating Physical and Digital Reality
verfasst von: Cristina Caterina Amitrano
Tiziana Russo Spena
Francesco Bifulco
Verlag: Springer International Publishing
Buch: Digital Transformation in the Cultural Heritage Sector
Print ISBN: 978-3-030-63375-2

Electronic ISBN: 978-3-030-63376-9

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-63376-9_9