Enhancing visitor engagement through digital strategies

Digital technologies are acknowledged as tools to enhance visitor’s engagement; however, their role in the all-museum experience has not been further investigated. Based on a thorough and deep review and content analysis, this research is designed to test the impact of digital strategies adopted by museums in the comprehensive museum experience, which is defined as a continuous journey composed of three moments: the pre-visit phase, during the physical visit, and the post-visit phase. Central to this study is exploring the concept of engagement defined on emotional, cognitive and interactive dimensions. A survey, available both in Italian and English, was distributed, and the responses were compared to data from ISTAT analysis. This comparison between visitor demand and the supply offered by museums in the Italian context provided a comprehensive foundation for the research, contributing to the Italian academic discourse on the topic. The findings highlight the importance of understanding visitor motivations to design more effective strategies and demonstrate how integrating digital tools within the museum experience serves as a driver of engagement, complementing rather than replacing traditional approaches. The research contributes to the discussion on museum management, illustrating how digital technologies can be an effective tool to enrich the visitors’ experience and how their understanding of the different stages can be a strategic strategy for museums.