Next-Generation Museum: A Metaverse Journey into the Culture


  • Maria Cristina Longo Department of Economics and Business, University of Catania
  • Rosario Faraci Department of Economics and Business, University of Catania



Digital Innovation; Museum; Next-Generation Technologies; Metaverse; Generation Z; Journey; Extended Experience; Culture.


Purpose of the paper: This research investigates the digital transformation of museums through the implementation of next-generation technologies. We focus on the metaverse as a technological universe with several worlds to explore within it. It supports museums in their edutainment function. We believe that the impactful experience with art and works and the emotional connectivity make the metaverse journey into culture particularly intriguing and fascinating to Gen-Z and strengthen the engagement of this demographic segment.

Methodology: We apply our analysis to a single exploratory case study. We interview an entrepreneur, who is also digital designer, computer scientist and researcher. He has developed AI and AR-based technologies and has gained experience in the metaverse. Data are collected through a semi-structured interview based on three key points: understanding metaverse, value creation and museum application, metaverse & Gen-Z engagement.

Findings: Results highlight the next-generation museum bring Gen-Z closer to a more interactive, inclusive, and engaging culture.

Research limits: The paper is based on a single exploratory case study, observing the metaverse in its evolution. Therefore, it is not possible to generalize the results rather less to formulate possible scenarios.

Practical implications: This paper provides insights into the metaverse as part of the museum digital strategy and offers suggestions for the next-generation museum.

Originality of the paper: This study enriches the literature on digital innovation in a strategically oriented approach. It extends the application of the metaverse to cultural enterprises. It also provides insights for practitioners to revitalize the museum concept by proposing the Next-generation Museum.


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