Enhancing museums' attractiveness through digitization: An investigation of Italian medium and large‐sized museums and cultural institutions. (13th October 2021)

• Record Type: Journal Article
• Authors: Palumbo, Rocco
• Is Part Of: International journal of tourism research. Volume 24:Number 2(2022)
• Page Start: 202
• Page End: 215
• Publication Date: 2021-10-13
• Subjects: attractiveness -- digital services -- digitization -- virtualization -- visitors' experience; Tourism -- Periodicals; 338.4791
• DOI: 10.1002/jtr.2494
• Languages: English
• ISSNs: 1099-2340

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.