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The purpose of this paper is to introduce a progressive strategy of the National Palace Museum (NPM) using new media art exhibitions as a creative marketing tool to interpret its collection, generate cultural value and navigate the greater global context.

A review of museum marketing literature and the challenges presented by Taiwan’s sociopolitical situation contextualize discussions on marketing activities and the emergence of museum-commissioned new media art at the NPM within the past two decades.

Democratic potency inherent in the digital medium has enabled the NPM to transcend the conflicting cultural perceptions surrounding its collection and fulfill the function of market expansion and cultural transmission.

Specialized heritage museums, such as the NPM, do not traditionally create or collect contemporary artworks that engage in ongoing cultural dialogues. This paper brings into view the novelty of using the digital medium to generate cultural value as exemplified in the new media art commissioned by the NPM.

Service innovation, ICT-enabled services, museum, cultural and creative industries.

Graduate-level courses of “Innovation Management,” “Service Innovation,” or “Cultural and Creative Industries”.

In 2006, the National Palace Museum (NPM) in Taipei, Taiwan, announced its new vision “Reviving the Charm of an Ancient Collection and Creating New values for Generations to Come”. In recent years, the NPM has been shifting its operational focus from being object-oriented to being public-centered, and the museum has held not only the physical forms of artifacts and documents but also their digital images and metadata. These changes would inject new life into historical artifacts. In addition, archives as its collections would be given a refreshingly new image to the public and become connected with people's daily lives. Among these endeavors for displaying historical artifacts online and prevailing Chinese culture in the modern age, the key issues are related to digital technology applications and service innovations. The service innovations would be further divided into information and communication technologies (ICT)-enabled ones and non-ICT-enabled ones. These shifts clearly claim that adopting digital technologies and innovative services can bring positive impacts to the museum. The NPM administrative team wants to keep infusing life into ancient artifacts and texts, sustaining curiosities of the public for Chinese culture and history, and invoking their interests to visit the NPM in person. However, to develop for the future while reviewing the past, the NPM administrative team has to meditate on the next steps in terms of implementation of service innovations.

Students will learn motivations of digital establishment and service innovations from the organization perspective and the necessities of technological implementation. Students will understand the difference in innovations between ICT-enabled services and non-ICT-enabled services. Students would be able to understand the process of developing a new service. Students will be aware of challenges the organization would face in developing a new service.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Virtual reality (VR) can be used as an alternative mean for viewing collections at home when it is not possible to visit museums due to COVID-19. This study took the development process of VR at Taiwan's National Palace Museum (NPM) as a case to discuss the characteristics of VR developed there in different periods and how NPM transforms the contents of its collections into VR.

This study used a case study to analyze the development process of VR at NPM from 2014 to 2019 and summarized the characteristics of the development and application of VR.

The authors find that the history of VR application in NPM is a process from exploring the technology to gradually getting familiar with the potential of its application. Its development can be divided into the exploration and experiment stage from 2014 to 2015, the single collection interpretation stage in 2016 and the multipurpose application stage from 2017 to 2019. It is suggested that museums should adopt a long-term strategy to introduce VR, make plans carefully and pay attention to the limitations of VR application.

The results of this study are suitable for art and history museums.

Many research studies on the application of VR in museums mostly focused on the benefits and technologies of adopting VR in museums as well as specific museum VR projects. There is still scant literature on the development process of museum VR from the perspective of museum organizations.

Metadata plays a crucial role in a digital library/museum environment. However, the development of metadata is not an easy task. Its formulation starts with analysing the attributes of collections as well as understanding the user information needs and information seeking behaviour. The issue of interoperability also needs to be considered in terms of both semantics and syntax. This paper discusses issues related to the development of metadata in Taiwan. It describes the development process of a Chinese metadata system, Metadata Interchange for Chinese Information (MICI), and an XML/metadata management system, Metalogy. Both were developed under the Digital Museum Initiative sponsored by the National Science Council of Taiwan.

Building on social media and destination brand-related literature, this study aims to explore World Heritage Sites’ (WHSs) brand diffusion and formation process from long-term and short-term perspectives, which includes brand diffusion, user-generated content (UGC), opinion leaders and brand events’ impact.

This study uses a mixed-method including text mining, keyword analysis and social network analysis to explore the brand formation process of four popular WHSs in Beijing, namely, the Palace Museum, Great Wall, Summer Palace and Temple of Heaven and more than 10,000,000 users’ data on Sina Weibo has been implemented to uncover the underlying social media branding mechanism.

The results show that the number of postings keeps in a stable range in most months, but, in general, there are no common rules for changing trends among the four WHSs; long-term high-frequency keywords related to history and culture account for a higher percentage; different kinds of accounts have varying impacts on information diffusion, in which media accounts lead to a bigger influence. However, more followers do not necessarily mean more interactions and most of the interaction ratio is much lower than 0.01000; brand events facilitate brand dissemination and have an impact on the creation of UGC.

This study is valuable for destination marketers to deeper understand brand diffusion and formation and provides valuable insights for developing effective destination marketing strategies.

Unlike previous studies that only concern a few parts of destination brand formation via social media (e.g. brand diffusion, brand events or opinion leaders’ impact), this study takes a more comprehensive perspective by systematically analyzing the brand formation process of WHSs on social media. By considering both long-term diffusion and short-term representative events, this study provides a more holistic understanding of the branding mechanism.

An increasing number of images are generated daily, and images are gradually becoming a search target. Content-based image retrieval (CBIR) is helpful for users to express their requirements using an image query. Nevertheless, determining whether the retrieval system can provide convenient operation and relevant retrieval results is challenging. A CBIR system based on deep learning features was proposed in this study to effectively search and navigate images in digital articles.

Convolutional neural networks (CNNs) were used as the feature extractors in the author's experiments. Using pretrained parameters, the training time and retrieval time were reduced. Different CNN features were extracted from the constructed image databases consisting of images taken from the National Palace Museum Journals Archive and were compared in the CBIR system.

DenseNet201 achieved the best performance, with a top-10 mAP of 89% and a query time of 0.14 s.

The CBIR homepage displayed image categories showing the content of the database and provided the default query images. After retrieval, the result showed the metadata of the retrieved images and links back to the original pages.

With the interface and retrieval demonstration, a novel image-based reading mode can be established via the CBIR and links to the original images and contextual descriptions.

At the opening of the twenty‐first century, developments of digital libraries have been attracting the attention of many countries and Taiwan is no exception. The purpose of this article lies in delineating recent developments of digital libraries in Taiwan. This article first quotes a definition of a digital library, and based on this definition, an overview of some of the digital library programs in Taiwan is presented. These programs are divided into four categories: preservation of Chinese and Taiwanese culture; establishment of domestic research digital libraries; provision of foreign research digital libraries and integration of conventional and digital libraries.

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.

The study aims to investigate, through mapping analysis, the operation of knowledge organization systems (KOS) in different languages (English and Chinese), the types of term equivalence and the degree of similarity between different conceptual structures, and issues related thereto.

Terms are selected from the Art & Architecture Thesaurus developed by Getty Research Institute in the USA (source language) and the National Palace Museum in Taiwan participating in Taiwan e‐Learning and Digital Archives Program (target language). In respect of data analysis, mapping analysis and content analysis are both adopted.

Among the six types of term equivalence, “exact equivalence” appears most frequently. The degree of similarity between different conceptual structures can be divided into four types: similar structure, transferring part of the structure of source language into the system of target language by modeling; similar structure, but the structure of source language needs to be expanded or revised; dissimilar structure, the term in target language can be partially mapped to the term in source language; lack of structure, no matches between target language and source language.

The next step is to develop a more comprehensive conceptual structure that can incorporate multicultural perspectives. If the “partial equivalence” terms are further identified as important concepts, the problems of non‐exact equivalence terms and dissimilar conceptual structures can be solved by addressing the needs of English users in searching for Chinese art collections.

The study serves as a pilot study applicable to the development of multilingual KOS in the domain of Chinese fine arts, building the first demonstration model for the interoperability of KOS in Chinese and English.

In 1998, the Functional Requirements for Bibliographic Records (FRBR) model which is composed of four entities (work, expression, manifestation and item) and their associative relationships (primary, responsibility and subject), was proposed by the International Federation of Library Associations and Institutions (IFLA). The FRBR model can be deployed as a logical framework for proceeding metadata analysis and developing metadata format. This paper presents a case study of the National Palace Museum (NPM) in Taipei to examine the feasibility of the FRBR model. Based on the examination of case study at the NPM, the FRBR model is proven to be a useful and fundamental framework for metadata analysis and implementation. Findings show that the FRBR model is helpful in identifying proper metadata elements organization and their distribution over the FRBR entities. The model is more suitable for media‐centric and association‐rich contents. However, in order to refine the FRBR model as a common framework for metadata, it would also require supportive mechanisms for management responsibility relationships for the workflow consideration and refine the distinction between work and expression entity.