The Phygital Transformation of Events: A Qualitative Analysis From the Dynamic Capabilities Perspective

This study contributes to advancing understanding of the underexplored phenomenon of phygital transformation in the event industry. It develops a definition of phygital events grounded in empirical evidence and identifies the dynamic capabilities required for phygital event design and delivery. Based on 20 in-depth interviews with senior Italian event managers and guided by Dynamic Capabilities Theory (DCT), the findings highlight the role of narrative as a strategic integrator–aligning organizational physical and digital resources to create immersive, adaptive, and cocreated experiences. The study shows how organizations sense emerging trends, seize technological opportunities, and reconfigure internal processes to support the development of digitally enriched events. In doing so, it extends the literature on phygital service experiences and contributes to the application of DCT in event management.