ABSTRACT

The recent debate about the digitalization of museums and new technologies has become increasingly important among tourism scholars. Digital innovation and virtual environments, such as social media platforms, might significantly foster the competitive advantage of museums and their ability to attract new visitors. Particularly in times of crisis, prospective tourists appreciate the addition of a ‘digital flavor’ to exhibitions and art galleries. Improved experiences, increased loyalty, and overall higher satisfaction result from the introduction of Internet Communication Technologies (ICTs) in museums. Building on experiential marketing and the extended technology acceptance model (TAM2), a conceptual model has been created to better explore the underlying mechanisms between tourists’ digital propensity – their positive attitudes towards digital innovation and new technologies – and their degree of economic support to museums. The model was empirically validated through confirmatory factor analysis (CFA) and tested using covariance-based structural equation modelling (CB-SEM) on a sample collected in 2020 consisting of 201 Italian museum visitors. Results showed that loyalty and identification derived from digital experiences and social media activities cause tech-savvy visitors to be more willing to economically support digital museums.

摘要

最近关于博物馆数字化和新技术的争论在旅游学者中变得越来越重要。数字创新和虚拟环境（例如社交媒体平台）可能会显着提升博物馆的竞争优势及其吸引新游客的能力。尤其是在危机时期，潜在的游客喜欢为展览和艺术画廊增添“数字风味”。通过在博物馆中引入互联网通信技术 (ICT)，可以改善体验、提高忠诚度和总体满意度。基于体验式营销和扩展技术接受模型 (TAM2)，创建了一个概念模型，以更好地探索游客的数字化倾向——他们对数字创新和新技术的积极态度——与他们对博物馆的经济支持程度之间的潜在机制。该模型通过验证性因子分析 (CFA) 进行了实证验证，并使用基于协方差的结构方程模型 (CB-SEM) 对 2020 年收集的由 201 名意大利博物馆参观者组成的样本进行了测试。结果表明，来自数字体验和社交媒体活动的忠诚度和认同感使精通技术的游客更愿意在经济上支持数字博物馆。该模型通过验证性因子分析 (CFA) 进行了实证验证，并使用基于协方差的结构方程模型 (CB-SEM) 对 2020 年收集的由 201 名意大利博物馆参观者组成的样本进行了测试。结果表明，来自数字体验和社交媒体活动的忠诚度和认同感使精通技术的游客更愿意在经济上支持数字博物馆。该模型通过验证性因子分析 (CFA) 进行了实证验证，并使用基于协方差的结构方程模型 (CB-SEM) 对 2020 年收集的由 201 名意大利博物馆参观者组成的样本进行了测试。结果表明，来自数字体验和社交媒体活动的忠诚度和认同感使精通技术的游客更愿意在经济上支持数字博物馆。