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This study aims to develop an all-encompassing model to analyse various aspects of atmospherics, including components of the museum space and its physical surroundings. Moreover, it evaluates whether the identified attributes of the “museumscape” affect the positive word of mouth of museum visitors.

This exploratory study adopts a quantitative methodology. Data were collected through direct interviews with visitors at three Italian art museums and through a structured questionnaire. All dimensions were measured with multiple items on a five-point Likert scale. To assess the influence of the museumscape attributes on positive word of mouth, a structural equation model is performed adopting the two-stage testing procedure estimating the measurement model in the first stage and running a confirmatory factor analysis to assess reliability and demonstrate convergent and discriminant validity for all multi-item measures.

Six attributes of the museumscape are delineated (ambient conditions; facilities and convenience; signs and signage; staff behaviour; art gallery quality; exhibition space aesthetics). The latter three positively influence visitors' positive word of mouth.

The study expands frameworks from previous service museum marketing research in general and service museum research on atmospherics in particular. The framework developed here identifies the direct predictive power of museumscape cues on positive museum visitor's word of mouth, thus increasing knowledge of the customer service experience and service quality and atmospherics management.

The constructs discovered here may help museum managers to carefully design and manage the museumscape to enhance visitors' satisfaction and loyalty.

This study is the first application of servicescape theory in the museum context; previous applications focus on for-profit sectors.

This paper compares the web accessibility of Indian museum websites assessing the level of compliance to the Web Content Accessibility Guidelines 2.1 (WCAG 2.1). The study aims to assess the accessibility of Indian museum websites in terms of their severity.

The accessibility evaluation of 11 Indian museum websites was conducted using Siteimprove Accessibility Checker (SAC), an automated website testing tool.

The study results indicate that the mean conformance score for the Indian museum websites for level A was 19.27, while for level AA and AAA, it came out to be 2.63 and 4.09, respectively, with the highest severity scores for error (16.3) followed by review (5.81) criteria and warning (3.81). The major findings indicate that the websites of Indian museums poorly conform to web accessibility guidelines.

The study's findings will assist the museum's website creators, managers and administrators in determining the level of conformity as per standard accessibility guidelines helping them make strategic decisions to improve the accessibility.

Most of the studies available in the field of website accessibility range from the web accessibility of educational institutions, tourism websites, municipal websites and ministerial websites, but there are very few studies investigating the accessibility of museum websites. A quantitative evaluation of different aspects of accessibility was conducted in the study, which can pave the way for the better design of web sites by addressing deficiencies.

This study aims to provide an overview of the dimension of stored collections displayed in visible storage and to indicate the main factors which hinder their accessibility.

This study is based on quantitative analysis: a survey was conducted through the offices of International Council of Museums and direct invitations to 2,558 museums located worldwide.

The study estimated 32% on average the share of stored collections displayed in visible storage. The analysis provides a picture of how many stored items are made accessible in visible storage across the continents, according to the collection’s type and size and the museums’ legal status. In addition, several aspects of visible storage are investigated to highlight whether or not it truly enables museums to achieve accessibility of their stored collections and which factors might hinder the accessibility. Amid them, the foremost factors involve the inadequacy of resources, such as the lack of staff (71%) and poor budget (68%). Because of it, museums are prone to setting up offsite storage (37%), often 16 km far from the city centre, thereby questioning the concept of accessibility itself.

One major limitation of this study is that it does not consider people’s standpoints. Therefore, the author recommends that future studies focus on what people opine on visible storage, such as their appreciation of the display format, the behind-the-scenes, their need for interpretation and the degree of satisfaction with their information needs, as well as their perception of the size of stored collections.

These findings suggest that museums could take action in areas whereby the data demonstrated weaknesses in terms of accessibility. For instance, museums could set up a shuttle service or arrange public transportation service to allow people to visit offsite storage. Additionally, financial accessibility might be achieved by not charging some groups (elderly, students, etc.).

The topic of stored collections and their accessibility has crucial social implications because not displaying collections triggers inequality amid social groups of excluded people and a small elite.

This study focuses on visible storage as a possible solution to enhance the accessibility of collections and indicates to what extent visible storage provides this accessibility. On the contrary, previous research did not estimate how much visible storage impacts the accessibility of stored collections.

The authors conducted a study at a history museum with the objective of examining changes in the knowledge of students aged 12 to 14 concerning the use of primary sources.

Students utilized self-led guides while exploring two museum spaces presenting different historical events. These guides encouraged students to scrutinize the exhibits, become acquainted with the methods employed in their research, and develop an awareness of the information derived from them. Students' responses to pre- and postquestionnaires were compared and analyzed using mixed methods.

The results revealed that students became familiar with various types of primary sources, recognized that only specific sources endure through time and gained an understanding of the research methods employed to study them. Additionally, most students comprehended that the same sources could lead to diverse historical accounts and the potential reasons for such variations.

Recommendations for practice are discussed.

This study contributed to the limited knowledge regarding learning during a single, self-led tour in a history museum. The findings illuminate the potential for learning and advancing historical thinking concepts even within such museum-visit contexts.

This study aims to survey the existing body of knowledge about digital innovation within museums. Academic and practitioner interest in digital innovation has been piqued as technological advances that enable the rapid personalisation of information to cater towards increasingly sophisticated end-user expectations. Yet, the literature on digital innovation in the museum environment appears fragmented and lacks theoretical grounding.

Drawing on a systematic scoping review of 199 articles published during 2010–2021, this paper provides an initial indication of the size and scope of current research literature on digital innovation of museums.

This literature review elucidates the status quo and future directions of digital innovation in museum space. An integral conceptual framework is proposed to provide a comprehensive lens to steer future research and practice in this area in a theoretically grounded and systemic manner.

This study mixes both quantitative and qualitative analyses of the literature to produce an up-to-date understanding of extant research by illuminating inspiring processes, foregrounding commonly encountered challenges, framing theoretical and practical implications and proposing avenues for future research.

本文旨在考察有关博物馆数字创新的既有知识。当前学界与业界对于数字创新均抱有浓厚的兴趣, 因为技术进步使信息能够快速个性化, 以满足日益复杂的终端用户需求。然而, 关于博物馆数字创新的文献显得零散且缺乏理论基础。

基于对2010至2021年期间发表的199篇文章的系统性范围性综述, 本文初步描绘了有关博物馆数字创新的既有文献的规模和研究范围。

本文献综述阐明了博物馆数字创新的现状和未来方向, 提出了一个整合的概念框架, 从而期望以一个全面的视角引导该领域今后开展基于理论和系统化的研究与实践。

本研究综合了文献的定量和定性分析, 以呈现对既有研究的最新理解：包括阐明激发过程, 突出常见挑战, 框定理论和实践影响, 并提出未来研究的途径。

Este estudio tiene como objetivo examinar el conocimiento existente acerca de la innovación digital en los museos. El interés del mundo académico y de los profesionales por la innovación digital se ha visto avivado por los avances tecnológicos que permiten una rápida personalización de la información para satisfacer las expectativas cada vez más sofisticadas de los usuarios finales. Sin embargo, la bibliografía sobre la innovación digital en el entorno museístico parece fragmentada y carece de base teórica.

A partir de una revisión sistemática del alcance de 199 artículos publicados entre 2010 y 2021, este documento proporciona una indicación inicial del tamaño y el alcance de la literatura de investigación actual sobre la innovación digital de los museos.

Esta revisión bibliográfica dilucida el statu quo y las direcciones futuras de la innovación digital en el espacio museístico. Se propone un marco conceptual integral que proporcione una lente comprensiva para dirigir la investigación y la práctica futuras en este ámbito de una manera teóricamente fundamentada y sistémica.

Este estudio mezcla análisis cuantitativos y cualitativos de la bibliografía para producir una comprensión actualizada de la investigación existente iluminando los procesos inspiradores, poniendo en primer plano los retos comúnmente encontrados, enmarcando las implicaciones teóricas y prácticas y proponiendo vías para futuras investigaciones.

The evolving visitors' expectations and the unfolding digital transformation compel rethinking on the service offering of museums and cultural institutions. Although digitalization and people-centeredness are widely exploited to enhance the visiting experience, there is limited evidence of their implications on organizational attractiveness. The article investigates this issue, examining the service attributes that entice visitors.

The study collected secondary data from the latest census study by the Italian Institute of Statistics on museums and cultural institutions. Two hierarchical regression models have been run on a sample of large publicly owned organizations (n = 312) to identify the service factors that were most effective in attracting Italian and foreign visitors.

Museums and cultural institutions undergoing a digital transformation were more effective in attracting visitors. The delivery of virtual tours and online events captivated the Italian audience. Foreigners appreciated the opportunity to use applications augmenting the on-site visit.

Digitalization and people-centeredness improve the attractiveness of museums and cultural institutions. Using digital channels to engage visitors fosters their desire to interact with cultural heritage. Furthermore, digitalization enriches the on-site visit, expanding conventional services with virtuality. However, the adverse effects on cultural heritage should be carefully handled.

This study highlights the service attributes that add to the attractiveness of museums and cultural institutions, enabling them to engage visitors and improve the visiting experience.

The purpose of this paper is, through an exploratory analysis, to identify good practices implemented by international museums in the phygital context and their classification in terms of customer experiences, in order to identify innovative cultural value creation and co-creation practices.

The authors adopt a qualitative approach of multiple case studies. The analysis conducted formed the information base through which to proceed with the classification of phygital customer experiences through the extended reality technologies framework

The analysis conducted on the selected international museums shows that the phygital formula can take on different characteristics depending on the technologies used and the purpose to be achieved and can be a useful tool for the co-creation of cultural value.

The originality of this contribution lies in the comparative analysis proposed among the case studies to intercept best practices in the phygital field, in the classification of phygital experiences through a novel frame of reference and in the identification of prospects for improvement of an emerging phenomenon in the literature on cultural sector management.

This research delves into the realm of Business Model Innovation (BMI), integrating it with the human-centric, sustainable, and resilient principles of Industry 5.0, proposing a new theoretical framework.

An abductive approach has been chosen to expand existing knowledge developing new ideas based on emerging phenomena. Data were gathered via semi-structured interviews with directors, managers and curators of public institutions in Italy, Switzerland, Germany and Spain encompassing Galleries, Libraries, Archives, and Museums (GLAM). These data were subsequently subjected to thematic analysis.

The findings indicate that the main enablers for Business Model Innovation (BMI) in combination with Industry 5.0 encompassed stakeholder, customer and organizational engagement, collaborative environment, knowledge and innovation management, and sustainability. These drivers were effectively leveraged through three pivotal facilitators-inhibitors: technology, resources, and leadership.

The principal constraints are rooted in the narrow contextual focus and the limited participants number. However, upcoming research efforts may broaden the horizons of this multifaceted and extensive investigation.

This study is groundbreaking as it fills a significant gap in the existing literature by integrating Business Model Innovation (BMI) with the Industry 5.0 paradigm, a novel approach that has not been explored previously. Additionally, the inclusion of GLAM institutions in this research adds a unique dimension, as they have been largely overlooked in both research domains.

The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of spiritual experience on the evaluation of religious cultural heritage content, comparing delivery via virtual reality (VR) to a web-based experience.

In this study, a representative religious cultural heritage destination, Jerusalem, was chosen as an example for the application. Participants (n = 292) were randomly divided into two groups, one group using the web and the other group experiencing VR. After experiencing the destination virtually, participants completed a survey, the results of which were analyzed using path analysis and multi-group analysis.

The results suggest that spiritual experience mediates the four elements of Pine and Gilmore (1998) experience economy model and the intention to continue engaging with the content virtually. Intellectual awareness of religious cultural heritage strengthens the spiritual experience, which mediates educational and aesthetic experiences and the successful use of VR and the web. Additionally, for participants experiencing VR, the influence of spiritual experience on the intention to continue using the virtual media to consume content related to religious cultural heritage sites and to visit actual religious heritage sites was stronger than for participants using the web.

This study based on an expanded experience economy model explores the use of digital technologies for the enhancement of spiritual experience. Comparison of web-based and VR content delivery provides important implications for destination marketers in terms of promoting destinations online and encouraging intention to visit actual sites in the future.

Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience–Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.

Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.

VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study’s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.

The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors’ understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.