Digitalization in the cultural industry: evidence from Italian museums

Nicola Raimo · Ivano De Turi · Alessandra Ricciardelli · Filippo Vitolla

98 citations0/0 files storedInternational Journal of Entrepreneurial Behaviour & Research

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Museums and Cultural Heritage Digital Innovation in Industries Digital Economy and Transformation

Abstract

Purpose This study aims to analyse the level of digitalization in the cultural industry. More in detail, it aims to examine the determinants and effects of the digitalization level of museum organizations and the role played by the COVID-19 pandemic in the adoption of digital technologies. Design/methodology/approach In order to answer the research questions, this study uses the multiple case study methodology. In particular, three different museum organizations operating in the Apulian context were examined. Findings The findings show that the adoption of digital technologies derives from the desire to attract more visitors, reduce costs, improve the visitor experience and adapt to competitors. On the contrary, they show that the lack of funding represents a drag on the adoption of digital tools. In relation to the effects, the findings show financial advantages connected to an increase in revenues and a reduction in costs and non-financial benefits connected to an improvement of the intangibles. Finally, the results show that the COVID-19 pandemic has accelerated the adoption of digital technologies. Originality/value This work enriches the current literature through the analysis of the drivers and effects of digitalization in the museum industry and through the focus on COVID-19. Furthermore, to the authors’ knowledge, this is the first study that examines the level of digitalization of museum organizations in the Apulian context.

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References

1989Agency Theory: An Assessment and Review 2013Museums and the ‘new museology’: theory, practice and organisational change 2014An Analysis of Visitors' Behavior in the Louvre Museum: A Study Using Bluetooth Data 2016Impact of interactive technologies on stimulating learning experiences in a museum 2012Current social media uses and evaluations in American museums 2008Museum websites and museum visitors: digital museum resources and their use 2013Cultural consumption, interactive sociality, and the museum 2011How cultural organizations’ size and funding influence innovation and performance: the case of museums

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