Smart Culture: Digitisation Strategies of two Museums in Tuscany

Fiorini, Niccolò and Noferi, Costanza (2024) Smart Culture: Digitisation Strategies of two Museums in Tuscany. KEEP ON PLANNING FOR THE REAL WORLD. Climate Change calls for Nature-based Solutions and Smart Technologies. Proceedings of REAL CORP 2024, 29th International Conference on Urban Development, Regional Planning and Information Society. pp. 505-516. ISSN 2521-3938

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Abstract

The importance of digitalisation in the cultural industry has been recently enlightened by various researchers (Giannini and Bowen, 2019; Ahmed et al., 2020; Fanea-Ivanovici and Pană, 2020). The purpose of this study is to analyse the impact of smart technologies in the cultural industry, which plays an important role for many urban areas in Italy. We decided to perform a qualitative case study research approach (Eisenhardt, 1989; Eisenhardt and Graebner, 2007; Yin, 2003) because of the exploratory nature of the research question and the novelty of the phenomenon. Therefore, we focused our analysis on two case studies, specifically two museums based in Tuscany. Thus, we wanted to investigate the impact of digitalization on cultural marketing, which is here considered as the impact on communication strategies and interaction with customers and users, while also including the structure that supports and precedes the final communication and interaction. We choose the museums on the basis of their characteristics and geographical location, in order to be able to analyse two different case studies. As mentioned in the existing literature (Agostino and Costantini, 2021), one of the outcomes of this research concerns the lack of appropriately trained personnel on the topics of technological innovation and marketing 4.0. It also emerged that the level of digitalisation achieved is influenced by the peculiar characteristics of each museum and their geographical location. In one case, given its specific nature as a museum showing something no more existing, the installation and use of immersive, virtual and augmented reality technologies within the museum was preeminent. In the second case study, concerning installations or works of art, a more traditional approach was preferred. Furthermore, it was noteworthy to stress that both museums, based in areas less subject to mass tourism, also targeting more a niche rather than general segments, strengthened their digital marketing strategies, thanks to the use of new technologies. This, to reach their maximum potential awareness among the public, thanks to the use of communication methods that would bring non-expert users or non-enthusiast closer to their realities. Hence, the level of digitalisation is significantly influenced by its geographical location and the type of tourism that characterises it, and this influences the museum towards the adoption of those technologies able to better satisfy visitors and to create a valuable experience for them. In any case, all the interviewees agree in saying that technology, if used efficiently, could bring great benefits in terms of improved customer engagement, efficient use of data for adapting the strategies and for creating customer value. Furthermore, technologies can lead to economic sustainability by reducing costs and increasing revenues. However, this is possible only if specialised personnel are hired and trained to support and advise visitors.

Item Type:	Article
Uncontrolled Keywords:	Smart City, Governance, Cloud, Security, Compliance
Subjects:	A General Works > AM Museums (General). Collectors and collecting (General) Q Science > QA Mathematics > QA75 Electronic computers. Computer science Q Science > QA Mathematics > QA76 Computer software
Depositing User:	REAL CORP Administrator
Date Deposited:	29 Apr 2024 08:40
Last Modified:	10 May 2024 09:15
URI:	http://repository.corp.at/id/eprint/1116

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