ICT-driven Innovation in a Sample of European Museums: Mapping the Positioning Through Site-Centered, Site-Uncentered and Border Technologies

This paper aims to investigate the central role of Innovation and Communication Technologies (ICT) in the European cultural touristic sector. To this aim, the research group proposes a theoretical framework to provide a description and interpretation of use of ICT in a sample of European Museums of the leading capitals, as follow - Paris, Barcelona, London, Amsterdam, Rome, Berlin, Vienna, Stockholm, Lisbon and Helsinki. More specifically, it was conducted quali-quantitative empirical research on the sample, as a second step of a longitudinal analysis developed by the research group, aiming to broaden the previous representation. It was developed an updated theoretical framework structured on 41 variables classified according to visit phases (pre, post and during the visit) and to the provision mechanisms of the technology (on-site or online). The data was collected on a secondary basis from the museums’ websites. Subsequently, a cluster analysis based on the technologies adopted by the sample was run to create positioning maps. The results show how a logarithmic transformation of the number of visitors and the previously adoption of on-site technologies impact on the willingness to adopt particularly innovative and disruptive technologies from the museums point of view. The positioning maps bring out an important consideration: the Barcelona FC Museum differs considerably from all other museums of the sample for the adoption of on-site technologies and of highly innovative technologies. The research also shows that large museums are more likely to adopt online booking systems, while smaller museums tend to prefer adopting fixed technologies that can improve the visiting experience, especially if integrated with their cultural heritage.