Technology-Driven Innovation in Cultural Heritage: A Museum Experience Perspective

Abstract

This study explores the evolving impact of technology on cultural heritage encounters, specifically within museum settings. It introduces a comprehensive conceptual framework that encompasses various aspects of the museum experience influenced by technology and assesses its effects on visitor satisfaction and loyalty intentions. Through an empirical investigation involving 300 individuals visiting archaeological sites in Rome (Italy), including both permanent and temporary exhibitions with varying levels of technological integration, this research employs a self-administered questionnaire to validate its hypotheses. The results underscore the significance of technology in shaping diverse facets of the visitor experience, such as education-entertainment fusion, engagement, and ambience, with substantial implications for enhancing customer satisfaction and fostering visitor loyalty. This research adopts a mixed-methods approach to investigate the evolving role of technology in cultural heritage encounters within museums. In a first phase, a comprehensive conceptual model that captures various dimensions of the museum experience influenced by technology was designed. Subsequently, data was collected from a purposive sample of 300 individuals visiting archaeological sites in Rome, encompassing both permanent and temporary exhibitions. This sample is intentionally diverse in terms of technology integration, allowing for a nuanced analysis. Data is gathered through the administration of a self-administered questionnaire designed to empirically test the hypotheses formulated in the conceptual model. Statistical analyses, including regression analysis and structural equation modeling, are employed to assess the impact of technology on visitor satisfaction and loyalty intentions. This research contributes to the field by introducing a comprehensive conceptual framework that holistically examines the multifaceted influence of technology on the museum experience, including dimensions such as edutainment, engagement, and ambience. Furthermore, it provides empirical evidence of these effects through a diverse sample of museum visitors. This study offers valuable insights into the evolving role of technology in cultural heritage contexts, filling a gap in the existing literature and providing actionable guidance for cultural institutions seeking to enhance visitor engagement and loyalty. The findings of this research hold practical significance for cultural institutions, particularly museums, aiming to leverage technology to enrich visitor experiences. By understanding how technology influences dimensions such as edutainment, engagement, and ambience, museums can strategically integrate technology to enhance customer satisfaction and foster visitor loyalty. This research encourages museums to adopt innovative technological solutions that cater to diverse visitor preferences, ultimately ensuring a more immersive and satisfying cultural heritage encounter.