#4485. Driving traffic to the museum: The role of the digital communication tools

August 2026publication date
Proposal available till 15-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Business and International Management;
Management of Technology and Innovation;
Applied Psychology;
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Abstract:
The emergence of new technologies is revolutionizing the way organizations communicate and interact with consumers, and the tourism industry, including museums, is no exception. Thus, the use of digital communication tools has become widespread, significantly expanding the horizons of communication. Previous studies show that museums use different digital communication tools to enhance the user experience and generate visitor traffic to the museum. This research aims to analyze the combined impact of websites, social networks and virtual communities as traffic generators to museums. Using a Fuzzy-set qualitative comparative analysis technique (fsQCA), a sample of 17 international museums was analyzed. The results show that social networks and virtual communities together play a significant role in visitor footfalls in museums. This research contributes academically to the knowledge and explanation of the effects of digital communication tools.
Keywords:
Cultural tourism; Digital communication tools; fsQCA; Museum traffic; New communication technologies

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