Enhancing museums' attractiveness through digitization: An investigation of Italian medium and large-sized museums and cultural institutions
International Journal of Tourism Research
; 24(2):202-215, 2022.
Article
in English
| APA PsycInfo | ID: covidwho-2301438
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. (PsycInfo Database Record (c) 2023 APA, all rights reserved)
Full text:
Available
Collection:
Databases of international organizations
Database:
APA PsycInfo
Language:
English
Journal:
International Journal of Tourism Research
Year:
2022
Document Type:
Article
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