Leveraging digitalization and people-centeredness: an investigation of the attractiveness of Italian museums and cultural institutions

PurposeThe evolving visitors' expectations and the unfolding digital transformation compel rethinking on the service offering of museums and cultural institutions. Although digitalization and people-centeredness are widely exploited to enhance the visiting experience, there is limited evidence of their implications on organizational attractiveness. The article investigates this issue, examining the service attributes that entice visitors.Design/methodology/approachThe study collected secondary data from the latest census study by the Italian Institute of Statistics on museums and cultural institutions. Two hierarchical regression models have been run on a sample of large publicly owned organizations (n = 312) to identify the service factors that were most effective in attracting Italian and foreign visitors.FindingsMuseums and cultural institutions undergoing a digital transformation were more effective in attracting visitors. The delivery of virtual tours and online events captivated the Italian audience. Foreigners appreciated the opportunity to use applications augmenting the on-site visit.Practical implicationsDigitalization and people-centeredness improve the attractiveness of museums and cultural institutions. Using digital channels to engage visitors fosters their desire to interact with cultural heritage. Furthermore, digitalization enriches the on-site visit, expanding conventional services with virtuality. However, the adverse effects on cultural heritage should be carefully handled.Originality/valueThis study highlights the service attributes that add to the attractiveness of museums and cultural institutions, enabling them to engage visitors and improve the visiting experience.