In terms of destination image, museums represent a tourism resource of the first magnitude. However, just as the information available online influences visitors’ decision-making about destinations, the internet is also fundamental in promoting and attracting visitors to museums. For that reason, we sought to analyse the online presence of museums in the seven most visited cities in Spain. To examine the museums’ websites, we developed an integrative model based on web content analysis (WCA ) and the extended model of internet commerce adoption (eMICA) that we applied to 77 publicly and privately run museums in Spain. Both WCA and the eMICA indicated that, despite their great economic and touristic scope, museums in Spain's most visited cities tend to mismanage their online presence and communication. We thus tentatively attributed the online presence of museums in Spain to type of museum management and several city-related parameters as explanatory variables. Multiple linear regressions of the variables revealed that, under public management, museums have had better online presence, while their respective cities have attracted more tourists. Those findings imply that museums still have a long way to go when it comes to facilitating effective communication and interaction with their target public, which we address in relation to the study's limitations and directions for future research.

中文翻译：

---

数字时代的博物馆

就目的地形象而言，博物馆是第一层次的旅游资源。然而，正如在线可用信息会影响游客对目的地的决策一样，互联网也是促进和吸引游客参观博物馆的基础。出于这个原因，我们试图分析西班牙七个访问量最大的城市中博物馆的在线存在情况。为了检查博物馆的网站，我们开发了一个基于网页内容分析（WCA) 和电子商务采用扩展模型（eMICA）我们向西班牙的 77 家公立和私立博物馆提出申请。WCA 和 eMICA 都表示，尽管经济和旅游规模很大，但西班牙访问量最大的城市的博物馆往往对在线展示和交流管理不善。因此，我们暂时将西班牙博物馆的在线存在归因于博物馆管理类型和几个与城市相关的参数作为解释变量。变量的多元线性回归显示，在公共管理下，博物馆的在线形象更好，而各自的城市吸引了更多的游客。这些发现表明，在促进与目标公众的有效沟通和互动方面，博物馆还有很长的路要走，我们就研究的局限性和未来研究的方向来解决这些问题。