Abstract:
This master thesis investigates the impact of the COVID-19 pandemic on museums' intention to use digitalization, particularly virtual tours. The research question aims to explore the legacy of the experiments conducted during the pandemic in the current digitalization strategies of museums. The thesis employs a mixed-method research approach and aims to provide insights into several areas, including the frequency and type of virtual tours offered by museums, the amount of time and resources museums have dedicated to developing virtual tours, and the impact of virtual tours on museum visitor engagement, income, and brand awareness. The study employs purposive sampling and analyzes data using descriptive statistics and correlation matrix. By investigating the impact of digital technologies on museums' visitor experiences during the pandemic, this study aims to contribute to our understanding of the role of digital technologies in the cultural sector and the long-term legacy of the pandemic on the cultural sector's digitalization strategies.
