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The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or virtual museums.

Two studies were conducted. The first study assesses the implicit attitudes of Gen Z individuals through Implicit Association Tests (IAT) toward the experience of visiting traditional versus virtual museums. Considering the results of the study one, the second study proposes and validates a conceptual model through PLS-SEM approach about the explicit attitudes of this generation toward virtual museums.

In the first study, it was found that virtual museums are more successful at engaging and immersing participants than traditional museums for Gen Z. The second study emphasized the significance of meeting Gen Z expectations and ensuring effortless access to information in virtual experiences as this can lead to increased satisfaction and inspiration among this generation.

The originality of this study lies in its focus on Gen Z's attitudes toward virtual museums and the use of both implicit and explicit attitude measures to gain a comprehensive understanding of these attitudes. An interesting aspect emerges from the implicit attitudes displayed by Gen Z, indicating their preference for virtual museums as more captivating compared to traditional ones.

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.

This article examines curatorial practices, both traditional and digital, in the Guizhou Provincial Museum’s ethnic exhibition to assess their effectiveness in representing ethnic minority cultures, fostering learning and inspiring curiosity about ethnic textiles and costumes and associated cultures. It also explores audience expectations concerning digital technology use in future exhibitions.

A mixed-methods approach was employed, where visitor data were collected through questionnaires, together with interviews with expert, museum professionals and ethnic minority textile practitioners. Their expertise proved instrumental in shaping the design of the study and enhancing the overall visitor experience, and thus fostering a deeper appreciation and understanding of ethnic minority cultures.

Visitors were generally satisfied with the exhibition, valuing their educational experience on ethnic textiles and cultures. There is a notable demand for more immersive digital technologies in museum exhibitions. The study underscores the importance of participatory design with stakeholders, especially ethnic minority groups, for genuine and compelling cultural representation.

This study delves into the potentials of digital technologies in the curation of ethnic minority textiles, particularly for enhancing education and cultural communication. Ethnic textiles and costumes provide rich sensory experience, and they carry deep cultural significance, especially during festive occasions. Our findings bridge this gap; they offer insights for museums aiming to deepen the visitor experiences and understanding of ethnic cultures through the use of digital technologies.

An increasing number of immersive technologies have been adopted in museum tourism in response to shifting consumer habits in the digital era. In contrast, the authenticity experience of museum tourists relies on genuine relics, the environment and activities, which are ancient or traditional. This raises the question of whether tourists can perceive authenticity in immersive technology-based museum tourism. To address this question, this study aims to explore the impact of virtual reality (VR) attributes on tourists’ presence, tourism authenticity and subsequent behavioral intentions in virtual museums.

Data were collected via scenario-based surveys of participants who had taken virtual museum tours based on VR. A total of 174 effective questionnaires were collected for exploratory factor analysis via SPSS 25. Afterward, 597 questionnaires were obtained for confirmatory factor analysis and path analysis via Mplus 7.4.

A conceptual model of how VR attributes influence presence, authenticity and visit intention was developed. There is a chain intermediary between presence and visit intentions, from original authenticity to interactive authenticity and then to emotional authenticity. Technology readiness and museum familiarity moderate some relationships between VR attributes and presence.

The findings can guide museums in improving the use of VR. For example, managers can improve the quality of virtual systems and adopt various interactive forms to enhance tourists’ participation experiences.

These research findings contribute to the research area of immersive technology adoption, enhance the understanding of tourism authenticity in the new context of technology application and extend the presence-emotion-intention theory.

This study aims to apply the service robot acceptance model (sRAM) to examine how attitude toward human–robot interaction (HRI) and engagement influence consumer acceptance of service robots in a frontline setting.

Data was collected from 255 visitors who interacted with a robotic tour guide at a city museum. The data was analyzed using smart PLS 4.0.

The findings show the positive effects of subjective norms, appearance, perceived trust and positive emotion on both attitude toward HRI and engagement. In addition, social capability impacted attitude toward HRI, whereas perceived usefulness affected engagement.

To deliver engaging museum experiences that bring about positive word-of-mouth and intention to visit, managers need to incorporate the sRAM dimensions in the design and deployment of service robots.

This research uses field data to empirically validate the sRAM in the context of service robot acceptance. It introduces engagement as a novel mediating variable, enriching current understanding of human-like qualities in HRIs.

Rare book collections are special, not only in terms of their physical appearance but also because of their historical significance and the information they contain. The purpose of this study is twofold: to identify the physical condition of rare book collections and to determine the main causes of damage to rare books collection that belongs to a museum library in Indonesia.

This research involved conducting a survey of the physical condition of the collection of rare books owned by a museum library in Indonesia. Supporting data was also obtained through interviews with one of the staff who served as the museum collection conservator. This study used random sampling to take samples from the collection, which consisted of 950 rare books, with total sample of 91.

The results obtained state that the condition of the existing rare book collection is classified as severely damaged. One of the causes of damage that can be addressed immediately is the cleaning regime: the collection and library space should be cleaned thoroughly and regularly so that dust and dirt in and around the rare book collection can be reduced.

This research was limited to physical identification, which can be done easily because it does not require various kinds of laboratory tests. It was a case study examining a single collection in a single museum library. The pool of books from which the samples were taken was therefore relatively homogenous. Therefore, it is hoped that further research can identify other factors and types of damage in more detail so that all damage to rare book collections can be identified and mitigated.

Research discussing the condition of rare book collections, especially for special libraries in museums in Indonesia, is still very limited. Detailed surveys of the physical condition of collections, especially rare book collections in museums, have rarely been discussed by previous research. The work will contribute to assessing the physical condition of rare book collections.

This paper aims to examine how museums reach Generation Z virtual tourists using TikTok videos to elucidate the relationship between the video elements and types of engagement by classifying the characteristics of popular themes in the museums’ short videos.

The format, type and content of TikTok videos published by the seven international museums with the most popular TikTok accounts were analyzed. Thematic analysis included 313 short TikTok videos randomly chosen from those published by the museums between 2020 and 2022. Using descriptive analysis, museum-related TikTok usage and user engagement are presented; regression analysis revealed the most significant themes for audience engagement.

Museum promotions commonly use several strategies, including incorporating text-based information, captions, hashtags and background music into the video formats. Oral speech/documentary-style videos and combined video genres are less common. The most frequently presented video topics included history, infotainment, informative content and promotional elements. The results identify specific formats (titles and subtitles), types (demonstrations, news/events and TikTok dances/movements) and promotional themes that result in audiences’ virtual engagement in the form of “likes” and “comments” and increase the museums’ TikTok channel followers.

The results demonstrate that short videos on social media platforms encompass various strategies involving different formats, types and themes. Museums can use these strategies to engage virtual tourists. This study also provides valuable suggestions for museums and galleries seeking to leverage short videos as effective marketing mechanisms.

Online/Digital cultural heritage platforms have the potential to serve as empowering sites and tools for democratic participation, and for promoting social cohesion, acting as convergence points for diverse societal groups. They enable the gathering of multiple voices, including those of minorities and groups often marginalised in mainstream cultural heritage documentation. This research paper examines the ways in which these aspirations of cultural heritage platforms as meeting, learning and dialogic spaces for connecting and empowering online communities have been realised.

Using a qualitative design, interviews were conducted with users of New Zealand’s Auckland War Memorial Museum’s Online Cenotaph. Participants shared their experiences with the platform, perceptions of it as a collective social history resource and views on its role as a participatory space for online communities. They also discussed their expectations for its development as an online space for collective memorialisation.

Interviews revealed that users value Online Cenotaph for placing personal, publicly contributed memories and narratives alongside primary military sources. Participants expressed feelings of civic responsibility, social awareness and a sense of identity and connection through their use and contribution to this online commemorative space. The shift from a one-way flow of information from the Museum towards embracing public contribution embodying a high-trust approach, was a notable finding.

This research underscores the evolving role of museums and other GLAM institutions in recognising the importance of inclusivity, diversity and community participation. It provides insights into how digital cultural heritage social platforms can contribute towards these goals and promote social cohesion. This research is also a starting point for further studies on crowdsourcing and social Web activities on digital cultural heritage platforms as sites of community building through public participation and engagement in historical/cultural heritage narratives.

Recent studies on search-as-learning (SAL) have recognized the significance of identifying users' learning needs as they evolve for acquiring knowledge during the search process. In this study, the authors clarify the extent to which search behaviors reflect the learning outcome and foster the users' knowledge of Chinese art.

The authors conducted an exploratory-sequential mixed-methods approach using simulated work task situations to collect empirical data. The authors used two types of simulated learning tasks for topics related to painting and antique knowledge. A lot of 25 users participated in this evaluation of digital archives (DAs) at the National Palace Museum (NPM) in Taiwan. For each set of topics, a close-ended task related to lower-level learning goals and an open-ended task related to higher-level learning goals.

The learning criteria reflect changes in the users' knowledge structure, revealing the SAL process. Furthermore, users achieved better task performance on the higher-level creative-learning task, which suggests that they met more learning criteria, exhibited a greater variety of search patterns when exploring the topics via interaction with various sources. Finally, there is a close relationship between creative-learning tasks, prior knowledge, keyword search actions and learning outcomes.

The authors discuss implications with respect to the design of DAs in practice and contributions to the body of SAL knowledge in DAs of online museums. For future reference, the authors provide implications for the development of learning measures from the perspective of user search behavior with associated learning outcomes in the context of DAs.