ABSTRACT

This paper explores whether and how University Museums reinterpreted their intended experience during the COVID-19 pandemic shock. To this end, theoretical insights from the service management literature are used. Adopting an interpretative approach, this paper relies on legislative documents and a survey of Italian University Museums during the COVID-19 lockdown. Results highlight how digital technologies enabled Italian University Museums to design service offerings and value co-creation practices. Particularly, digital technologies have led Italian University Museums, as experience-centric service organisations, to reinterpret their intended experience. This research sheds light on how museums can adapt their traditional interpretation of design areas by redefining content and the interaction with their visitors through digital technologies, ultimately building a virtual interpretation of their intended experience. This allows building a conceptual model that emphasises the differentiation between synchronous (online) and asynchronous (offline) value co-creation practices. Finally, this paper adds practical insights for managing museums’ co-creation practices virtually.

摘要

本文探讨了大学博物馆在 COVID-19 大流行冲击期间是否以及如何重新解释其预期体验。为此，使用了来自服务管理文献的理论见解。本文采用解释性方法，依赖于立法文件和 COVID-19 封锁期间对意大利大学博物馆的调查。结果突出了数字技术如何使意大利大学博物馆能够设计服务产品和价值共同创造实践。特别是，数字技术已经引导意大利大学博物馆作为以体验为中心的服务机构，重新诠释他们的预期体验。这项研究揭示了博物馆如何通过重新定义内容以及通过数字技术与游客的互动来调整其对设计领域的传统解释，最终建立对他们预期体验的虚拟解释。这允许建立一个概念模型，强调同步（在线）和异步（离线）价值共创实践之间的区别。最后，本文为虚拟管理博物馆的共创实践增加了实用的见解。