To read this content please select one of the options below:

Past for Future – museums as a digitalized “interaction platform” for value co-creation in tourism destinations

Francesco Saverio Massari (Department of Management, Finance and Technology, Universita LUM Giuseppe Degennaro, Casamassima, Italy)
Pasquale Del Vecchio (Department of Management, Finance and Technology, Universita LUM Giuseppe Degennaro, Casamassima, Italy)
Eva Degl'innocenti (Governo Italiano Ministero dei beni e delle attività culturali e del turismo, Urbino, Italy)

European Journal of Innovation Management

ISSN: 1460-1060

Article publication date: 19 December 2022

88

Abstract

Purpose

This paper aims to explore how digital technologies can transform the museum into an “interaction platform” able to play a key role in the value co-creation processes of the tourism destination.

Design/methodology/approach

The paper applies the “co-creation through interactions” perspective by Ramaswamy and Ozcan. Empirically, the paper is based on the methodology of single case study identified in MArTA, the well-known National Archeological Museum of Taranto (South Italy). Data collection has been implemented through interviews with key informants and secondary data related to online interviews, press release and reports.

Findings

Findings provide empirical evidence about the contribution that a digitalization strategy can create a “museum as a platform” in which the interactions between the museum, its stakeholders and other co-creation elements (interfaces, artifacts and processes) bring benefits in terms of tourism experiences and sustainable development of the destination.

Practical implications

This research highlights the cultural changes and the actions that museum management has to implement to properly benefit from digitalization and to transform the museum into a reference point for reflection and innovation.

Originality/value

Elements of originality can be found in (1) the exploration of the wide spectrum of benefits and innovations that digital technologies can offer to the museum-mediated interactions and (2) the contribution to the understanding of the museum as a digitalized “interaction platform” capable of supporting the processes of co-creation of value in the complex network of actors and objects of a tourism destination.

Keywords

Acknowledgements

This research was carried out as part of the activities of the LUM DM LAB (Destination Management Laboratory of the LUM University). Special thanks go to Dr. Nica Mastronardi (Tourism, Education and Mobility Manager – Pugliapromozione) for the precious coordination activities carried out in relation to the various tourism stakeholders of the destination.

Citation

Massari, F.S., Del Vecchio, P. and Degl'innocenti, E. (2022), "Past for Future – museums as a digitalized “interaction platform” for value co-creation in tourism destinations", European Journal of Innovation Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJIM-09-2022-0521

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles