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

Francesco Saverio Massari, Pasquale Del Vecchio and Eva Degl'innocenti

European Journal of Innovation Management, 2022, vol. 27, issue 5, 1453-1474

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: Museum; Digitalization; Value co-creation; Interaction; Tourism destination (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-09-2022-0521

DOI: 10.1108/EJIM-09-2022-0521

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