Digitalization in the cultural industry: evidence from Italian museums

Purpose – This 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/approach – In 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. Findings – The 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/value – This 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.