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.

Palumbo, R. (2021). Enhancing museums' attractiveness through digitization: An investigation of Italian medium and large-sized museums and cultural institutions. THE INTERNATIONAL JOURNAL OF TOURISM RESEARCH, 24(2), 202-215 [10.1002/jtr.2494].

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

Rocco Palumbo
2021-10-13

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.
13-ott-2021
Pubblicato
Rilevanza internazionale
Articolo
Esperti anonimi
Settore SECS-P/10 - ORGANIZZAZIONE AZIENDALE
English
Con Impact Factor ISI
attractiveness
digital services
digitization
virtualization
visitors' experience
https://onlinelibrary.wiley.com/doi/full/10.1002/jtr.2494
Palumbo, R. (2021). Enhancing museums' attractiveness through digitization: An investigation of Italian medium and large-sized museums and cultural institutions. THE INTERNATIONAL JOURNAL OF TOURISM RESEARCH, 24(2), 202-215 [10.1002/jtr.2494].
Palumbo, R
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2108/322443
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