Article2021

Enhancing museums' attractiveness through digitization: An investigation of Italian medium and large‐sized museums and cultural institutions

41 citations0/0 files storedInternational Journal of Tourism Research

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Museums and Cultural Heritage Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

Abstract The Covid‐19 pandemic put the museums' viability under stress, with national and supranational policies imposing closures and restricting the number of admitted visitors. Digitization enables cultural institutions to overcome such constraints, prompting innovative service delivery models. However, evidence on digitization's implications on organizational attractiveness (OA) is scant. Taking a retrospective approach, the article proposes a parallel mediation analysis to shed some light on the effects of digitization on museums' attractiveness. Findings suggest that digitization enhances OA directly and indirectly, via the delivery of digital services to physical visitors. Furthermore, digitization allows museums to meet the virtual visitors' expectations, enriching the cultural service offering.

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References

2009Virtual museums, a survey and some issues for consideration 2020Heritage in lockdown: digital provision of memory institutions in the UK and US of America during the COVID-19 pandemic 2017The authenticity of the museum experience in the digital age: the case of the Louvre 2019Achieving Cultural Sustainability in Museums: A Step Toward Sustainable Development 2019Digital heritage tourism: innovations in museums 2011The Future of Museums in the Digital Age: New Models of Access and Use of Digital Collections 2019Experience Design, Virtual Reality and Media Hybridization for the Digital Communication Inside Museums 2002Museums and Virtuality

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