Today, the combination of physical and digital spaces has given rise to the portmanteau of phygital, which is a novel concept. Utilizing technologies such as augmented reality, virtual reality, artificial intelligence, and the Internet of things, creates an integrated and interactive experience for users. The present research is aimed at designing a comprehensive model for the phygital ecosystem using the qualitative research method of metasynthesis. This study makes use of an interpretive approach and is fundamental and exploratory in nature and focuses on extracting hidden and obvious concepts from relevant studies to identify key concepts and components in the design and implementation of a phygital ecosystem. In the research process, 52 studies, which have been published between 2007 and 2025, were selected from scientific sources, and their selection was further confirmed using the Critical Appraisal Skills Programme (CASP) tool. Data analysis was conducted with MAXQDA software through three stages: open, axial, and selective coding. The findings show that from 814 initial codes, 28 concepts and ultimately 9 main categories were identified. These categories indicate sociocultural dimensions, regulations and security, interactions and networking, human resources and empowerment, consumers and customers, economics and market, organizational management and productivity, digital and hardware platforms, and technology and innovation. Ultimately, the nine derived categories were organized into three main groups: driving factors, contextual factors, and outcomes. The results of this research led to the presentation of a comprehensive framework for designing and implementing the phygital ecosystem. This model helps businesses in deeply understanding phygital components, enabling them to harmonize technological innovations with human and social needs, and to design ecosystems that create values for both businesses and customers.
Bakhnoo et al. (2026) studied this question.