Digitalization in the cultural industry: evidence from Italian museums

Abstract

PurposeThis study aims to analyse the level of digitalization in the cultural industry. More in detail, it aims to examine the determinants and effects of the digitalization level of museum organizations and the role played by the COVID-19 pandemic in the adoption of digital technologies.Design/methodology/approachIn order to answer the research questions, this study uses the multiple case study methodology. In particular, three different museum organizations operating in the Apulian context were examined.FindingsThe findings show that the adoption of digital technologies derives from the desire to attract more visitors, reduce costs, improve the visitor experience and adapt to competitors. On the contrary, they show that the lack of funding represents a drag on the adoption of digital tools. In relation to the effects, the findings show financial advantages connected to an increase in revenues and a reduction in costs and non-financial benefits connected to an improvement of the intangibles. Finally, the results show that the COVID-19 pandemic has accelerated the adoption of digital technologies.Originality/valueThis work enriches the current literature through the analysis of the drivers and effects of digitalization in the museum industry and through the focus on COVID-19. Furthermore, to the authors’ knowledge, this is the first study that examines the level of digitalization of museum organizations in the Apulian context.

The impact of the COVID-19 pandemic on the creative industries: A literature review and future research agenda

“…Two dimensions emerged during our systematic literature review: firstly, the immediate impact of the COVID-19 pandemic on the creative industries, and secondly, their responses to the crisis. With regard to the immediate impact of the COVID-19 we identified a number of challenges, such as cash flow issues, revenue loss, and increase in demand for IT and software services ( Klein and Todesco, 2021 ; Ratten, 2020a; Raimo et al, 2021 , Carugati et al, 2020 , Yeganeh, 2021 ). In order to overcome these challenges, it is essential for policy-makers to design long-term employment support schemes for the creative industries ( Williams and Oz-Yalaman, 2021 ) as well as to improve their digital capabilities and resource capacity.…”

“…Our literature review has addressed this phenomenon of constructs from various perspectives, units of analysis, explanatory variables and case studies, and so on. Many studies considered digital technologies to be an important conduit for resilience and survival during the COVID-19 pandemic ( Kim et al, 2020 , Raimo et al, 2021 , Klein and Todesco, 2021 , Peruginelli et al, 2021 ). Indeed, digital technologies have been considered a determinant to foster business model innovation, as well as a new way of creating and capturing value ( Al-Debei and Avison, 2010 , Gordijn and Akkermans, 2001 ), in particular in the creative industries ( Li, 2020 ).…”

“…There are many opportunities to undertake research based on survey and multiple case study methods using primary data. Previous studies used mostly case-study analysis with small groups ( Gu et al, 2020 , Temiz and Salelkar, 2020 , Raimo et al, 2021 ), content analysis ( Young, 2020 , Ocholla, 2021 ), or review of the literature or government programmes ( Gabryelczyk, 2020 , Dümcke, 2021 , Verma and Gustafsson, 2020 ). The samples used in the reviewed literature were small, which restricted the generalisation of the results.…”

“…These enable museums to reduce costs and improve the visitor experience during lockdown. More specifically, the digital transformation has led museums to reconsider their social role with respects to the new positioning on the market and how they can attract a new target audience digitally ( Raimo et al, 2021 ). Museums have revealed the importance of using digital technologies as their survival instrument.…”

“…These activities considerably improved the relations between museums and customers, and were effective in creating the new concept of the participatory museum and promoting post-visit learning. This means that digital technologies allowed museums to explore new ways of involving visitors by increasing their social media activity and providing online access options to attend the museum, as well as online tours ( Raimo et al, 2021 ). Heritage organisations, memory institutions and museums in the US and UK also considered using similar approaches to digitalisation as a resilient response to the COVID-19 pandemic ( Samaroudi et al, 2020 ).…”