Next-Generation Museum: A Metaverse Journey into the Culture
DOI:
https://doi.org/10.7433/s120.2023.08Keywords:
Digital Innovation; Museum; Next-Generation Technologies; Metaverse; Generation Z; Journey; Extended Experience; Culture.Abstract
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.
References
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DAVENPORT, T., GUHA, A., GREWAL, D., BRESSGOTT, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42.
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HUANG, M. H., RUST, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50.
JAIN, P. K., PAMULA, R., SRIVASTAVA, G. (2021). A systematic literature review on machine learning applications for consumer sentiment analysis using online reviews. Computer Science Review, 41, 100413.
KABADAYI S., O’CONNOR G.E., TUZOVIC S. (2020), “The impact of coronavirus on service ecosystems as service mega-disruptions”, Journal of Services Marketing, vol. 34., Vol. 34, n. 6, pp. 809-817.
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KHAN, M. A., ISRAR, S., ALMOGREN, A. S., DIN, I. U., ALMOGREN, A., RODRIGUES, J. J. (2021). Using augmented reality and deep learning to enhance Taxila Museum experience. Journal of Real-Time Image Processing, 18(2), 321-332.
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LUCERI, B., BIJMOLT, T. T., BELLINI, S., AIOLFI, S. (2022). What drives consumers to shop on mobile devices? Insights from a Meta-Analysis. Journal of Retailing, 98(1), 178-196.
MANNA, R., PALUMBO, R. (2018). What makes a museum attractive to young people? Evidence from Italy. International Journal of Tourism Research, 20(4), 508-517.
NIGRO, C., IANNUZZI, E., PETRACCA, M., MONTAGNANO, V. (2016). L’adozione delle ICT in un campione di musei europei. Management in a Digital World. Decisions, Production, Communication, XXVIII Sinergie Annual Conference, ISBN 97888907394-6-0, DOI 10.7433/SRECP.FP.2016.12, 175-192.
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OTHMAN, M. K., PETRIE, H., POWER, C. (2013). Measuring the usability of a smartphone delivered museum guide. Procedia-Social and Behavioral Sciences, 97, 629-637.
RUIZ-REAL, J. L., URIBE-TORIL, J., GÁZQUEZ-ABAD, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 100453.
SOLIMA, L. (2016). Smart Museums. Sul prossimo avvento della Internet of Things e del dialogo tra gli oggetti nei luoghi della cultura (Smart Museums. On the coming advent of the Internet of Things and the dialogue among objects in places of culture). Sinergie Italian Journal of Management, 34(Jan-Apr), 263-283.
SOLIMA, L. (2018). Il gaming per i musei. L'esperienza del Mann. Economia della cultura, 28(3), 275-290.
SOLIMA, L., DELLA PERUTA, M. R., MAGGIONI, V. (2016). Managing adaptive orientation systems for museum visitors from an IoT perspective. Business Process Management Journal, Vol. 22 No. 2, pp. 285-304.
SOLIMA, L., IZZO, F. (2018). QR codes in cultural heritage tourism: New communications technologies and future prospects in Naples and Warsaw. Journal of Heritage Tourism, 13(2), 115-127.
TESEO B. (2022). Metaverso: Realtà Virtuale e Avatar, Amazon Editore, pp. 1-123.
VRETTAKIS, E., KOURTIS, V., KATIFORI, A., KARVOUNIS, M., LOUGIAKIS, C., IOANNIDIS, Y. (2019). Narralive–Creating and experiencing mobile digital storytelling in cultural heritage. Digital Applications in Archaeology and Cultural Heritage, 15, e00114.
WIRTZ J., PATTERSON P.G., KUNZ W.H., GRUBER T., LU V.N., PALUCH S., MARTINS A. (2018), “Brave new world: service robots in the frontline”, Journal of Service Management. vol. 29, n. 5, pp. 907-93.1
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YIN, R. K. (2009). Case study research: Design and methods, Vol. 5. Sage publications, Beverly Hills, CA
YIN, R.G. (1994), Case Study Research. Design and Methods, Sage publications, Beverly Hills, CA
ZINGONE, M. (2019). Instagram as Digital Communication tool for the Museums: A reflection on Prospectives and Opportunities through the Analysis of the Profiles of Louvre Museum and Metropolitan Museum of New York. European Journal of Social Science Education and Research, 6(3), 53-63.
AGOSTINO, D., ARNABOLDI, M., LAMPIS, A. (2020). Italian state museums during the COVID-19 crisis: from onsite closure to online openness. Museum Management and Curatorship, 35(4), 362-372.
ARICA, R., COBANOGLU, C., CAKIR, O., CORBACI, A., HSU, M. J., DELLA CORTE, V. (2022). Travel experience sharing on social media: effects of the importance attached to content sharing and what factors inhibit and facilitate it. International Journal of Contemporary Hospitality Management, Vol. 34 No. 4, pp. 1566-1586.
BAKER J., BENTLEY K., LAMB JR C. (2020), “Service environment research opportunities”, Journal of Services Marketing, vol. 34, n. 3, pp. 335-346.
BARRETT M., DAVIDSON E., PRABHU J., VARGO S. (2015), “Service Innovation in the Digital Age: Key Contributions and Future Directions”, MIS Quarterly, vol. 39, n. 1, pp. 135-154. doi:10.2307/26628344
BOCK D.E., WOLTER J.S., FERRELL O.C. (2020), “Artificial intelligence: disrupting what we know about services”, Journal of Services Marketing, vol. 34, n. 3, pp. 317-334.
BROWN, K., MAIRESSE, F. (2018). The definition of the museum through its social role. Curator: The Museum Journal, 61(4), 525-539.
CAMPBELL, C., SANDS, S., FERRARO, C., TSAO, H. Y. J., MAVROMMATIS, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227-243.
CHEN, C. Y., CHANG, B. R., HUANG, P. S. (2014). Multimedia augmented reality information system for museum guidance. Personal and ubiquitous computing, 18(2), 315-322.
DAVENPORT, T., GUHA, A., GREWAL, D., BRESSGOTT, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42.
DE CANIO, F., MARTINELLI, E., PERUZZINI, M., CAVALLARO, S. (2022). Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours. Sustainability, 14(5), 3064.
DONG B., SIVAKUMAR K. (2017), “Customer participation in services: domain, scope, and boundaries”, Journal of the Academy of Marketing Science, vol. 45, n. 6, pp. 944-965.
DROTNER, K., KNUDSEN, L. V., MORTENESEN, C. H. (2017). Young people’s own museum views. Museum Management and Curatorship, 32(5), 456-472.
EISENHARDT, K.M., GRAEBNER, M.E. (2007), “Theory building from cases: opportunities and challenges”, Academy of management Journal, Vol. 50, No. 1, pp. 25-32.
ERRICHIELLO, L., MICERA, R., ATZENI, M., DEL CHIAPPA, G. (2019). Exploring the implications of wearable virtual reality technology for museum visitors' experience: A cluster analysis. International Journal of Tourism Research, 21(5), 590-605.
FEITOSA, W. R., & BARBOSA, R. (2020). Generation Z and technologies on museums–Its influence on perceptions about Quality, Arousal and E-WOM Intentions. Marketing & Tourism Review, 5(2), 1-31.
FISK R.P., DEAN A.M., ALKIRE (NÉE NASR) L., JOUBERT A., PREVITE J., ROBERTSON N., ROSENBAUM M.S. (2018), “Design for service inclusion: creating inclusive service systems by 2050”, Journal of Service Management, vol. 29, n. 5, pp. 834-858.
FISSI, S., ROMOLINI, A., GORI, E. (2019). Building a business model for a new form of hospitality: the albergo diffuso. International Journal of Contemporary Hospitality Management, vol. 32 n. 1, pp. 307-323.
FURRER O., KERGUIGNAS J., DELCOURT C., GREMLER D. (2020), “Twenty-Seven Years of Service Research: A Literature Review and Research Agenda”, Journal of Services Marketing, vol. 34, n. 3, pp. 299-316.
GILMORE, J. H., PINE, B. J. (2002). Customer experience places: the new offering frontier. Strategy & Leadership, Vol. 30 No. 4, pp. 4-11.
HEINONEN K., STRANDVIK T. (2020), “Reframing service innovation: COVID-19 as a catalyst for imposed service innovation”, Journal of Service Management, vol. 32, n. 1, pp. 101-112.
HERMANN, E. (2021). Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective. Journal of Business Ethics, 1-19.
HO M.H.W., CHUNG H.F., KINGSHOTT R., CHIU C.C. (2020), “Customer engagement, consumption and firm performance in a multi-actor service eco-system: The moderating role of resource integration”, Journal of Business Research, vol. 121, pp. 557-566.
HUANG M.H., RUST R.T. (2018), “Artificial intelligence in service”, Journal of Service Research, vol. 21, n. 2, pp. 155-172.
HUANG, M. H., RUST, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50.
JAIN, P. K., PAMULA, R., SRIVASTAVA, G. (2021). A systematic literature review on machine learning applications for consumer sentiment analysis using online reviews. Computer Science Review, 41, 100413.
KABADAYI S., O’CONNOR G.E., TUZOVIC S. (2020), “The impact of coronavirus on service ecosystems as service mega-disruptions”, Journal of Services Marketing, vol. 34., Vol. 34, n. 6, pp. 809-817.
KAPLAN, A., HAENLEIN, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25.
KHAN, M. A., ISRAR, S., ALMOGREN, A. S., DIN, I. U., ALMOGREN, A., RODRIGUES, J. J. (2021). Using augmented reality and deep learning to enhance Taxila Museum experience. Journal of Real-Time Image Processing, 18(2), 321-332.
KITSIOS F., KAMARIOTOU M. (2020), “Mapping new service development: A review and synthesis of literature”, The Service Industries Journal, vol. 40, n. 9-10, pp. 682-704.
LAMBERT, J. (2017). The central role of practice in digital storytelling. In Digital storytelling. Palgrave Macmillan, London, pp. 21-26.
LEE S.M., LEE D. (2020), “Untact”: a new customer service strategy in the digital age, Service Business, vol. 14, pp. 1-22.
LUCERI, B., BIJMOLT, T. T., BELLINI, S., AIOLFI, S. (2022). What drives consumers to shop on mobile devices? Insights from a Meta-Analysis. Journal of Retailing, 98(1), 178-196.
MANNA, R., PALUMBO, R. (2018). What makes a museum attractive to young people? Evidence from Italy. International Journal of Tourism Research, 20(4), 508-517.
NIGRO, C., IANNUZZI, E., PETRACCA, M., MONTAGNANO, V. (2016). L’adozione delle ICT in un campione di musei europei. Management in a Digital World. Decisions, Production, Communication, XXVIII Sinergie Annual Conference, ISBN 97888907394-6-0, DOI 10.7433/SRECP.FP.2016.12, 175-192.
OTHMAN, M. K., AMAN, S., ANUAR, N. N., AHMAD, I. (2021). Improving Children's Cultural Heritage Experience Using Game-based Learning at a Living Museum. Journal on Computing and Cultural Heritage (JOCCH), 14(3), 1-24.
OTHMAN, M. K., PETRIE, H., POWER, C. (2013). Measuring the usability of a smartphone delivered museum guide. Procedia-Social and Behavioral Sciences, 97, 629-637.
RUIZ-REAL, J. L., URIBE-TORIL, J., GÁZQUEZ-ABAD, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 100453.
SOLIMA, L. (2016). Smart Museums. Sul prossimo avvento della Internet of Things e del dialogo tra gli oggetti nei luoghi della cultura (Smart Museums. On the coming advent of the Internet of Things and the dialogue among objects in places of culture). Sinergie Italian Journal of Management, 34(Jan-Apr), 263-283.
SOLIMA, L. (2018). Il gaming per i musei. L'esperienza del Mann. Economia della cultura, 28(3), 275-290.
SOLIMA, L., DELLA PERUTA, M. R., MAGGIONI, V. (2016). Managing adaptive orientation systems for museum visitors from an IoT perspective. Business Process Management Journal, Vol. 22 No. 2, pp. 285-304.
SOLIMA, L., IZZO, F. (2018). QR codes in cultural heritage tourism: New communications technologies and future prospects in Naples and Warsaw. Journal of Heritage Tourism, 13(2), 115-127.
TESEO B. (2022). Metaverso: Realtà Virtuale e Avatar, Amazon Editore, pp. 1-123.
VRETTAKIS, E., KOURTIS, V., KATIFORI, A., KARVOUNIS, M., LOUGIAKIS, C., IOANNIDIS, Y. (2019). Narralive–Creating and experiencing mobile digital storytelling in cultural heritage. Digital Applications in Archaeology and Cultural Heritage, 15, e00114.
WIRTZ J., PATTERSON P.G., KUNZ W.H., GRUBER T., LU V.N., PALUCH S., MARTINS A. (2018), “Brave new world: service robots in the frontline”, Journal of Service Management. vol. 29, n. 5, pp. 907-93.1
YIN, R. K. (2003). Case study research: Design and methods (3rd ed.). Thousand Oaks, CA: Sage.
YIN, R. K. (2009). Case study research: Design and methods, Vol. 5. Sage publications, Beverly Hills, CA
YIN, R.G. (1994), Case Study Research. Design and Methods, Sage publications, Beverly Hills, CA
ZINGONE, M. (2019). Instagram as Digital Communication tool for the Museums: A reflection on Prospectives and Opportunities through the Analysis of the Profiles of Louvre Museum and Metropolitan Museum of New York. European Journal of Social Science Education and Research, 6(3), 53-63.
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2023-04-28
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