Phygital design proposal for recreational use of the Phrygian Valley: A stakeholder analysis

This research aims to determine stakeholder opinions regarding the phygital design of the Phrygian Valley, a touristic recreation area. The research results are important in that they suggest the use of "phygital" design as an alternative to the traditional destination design carried out in the region. The research was conducted through stakeholder groups in Eskişehir, Afyonkarahisar and Kütahya provinces located in the Phrygian Valley. Quota sampling method was used to determine the sample and a total of 450 people were reached. Questionnaire technique was used to collect data. The data were first subjected to descriptive analyses, as well as exploratory and confirmatory factor analysis, and then tested with regression analysis. As a result of the analysis, it was determined that all stakeholder groups have high phygital perceptions and are prone to use technology. In addition, it has been revealed that the technological predispositions of the stakeholders positively affect the perception of phygital design in the Phrygian Valley. Although stakeholders support technological innovations and have an optimistic view of technology, they have slightly negative perceptions in terms of distrust and discomfort. They perceive themselves as lacking in the social technology knowledge dimension. It was determined that phygital perceptions did not vary according to the profile information of the stakeholders, but there were differences in the technological predisposition dimension according to gender and educational status. These results show that the stakeholders are sufficiently prepared for the digital design of the Phrygian Valley and that they have a positive view on using technology and physical environments together. In order to successfully implement this new approach, it is recommended to eliminate the deficiencies in social technology knowledge and organize training programs. Keywords: Phrygian Valley, Phygital design, Technology readiness, Recreation, Stakeholder analysis.