Abstract

In recent years, due in part to the pandemic and rapid technological evolution, there have been significant transformations in the ways museums engage with their audiences. This document examines the main trends in digital innovation in the relationship between Italian museums and their audiences during the period 2019-2023, addressing the following questions: to what extent and in what ways has digital innovation altered the cultural consumption experience both online and onsite? What are the main trends in technological innovation, and what are the potential impacts on the relationship between museums and their audiences? Surveys conducted from 2019 to 2023 on a sample of Italian museums, as well as studies on the cultural consumption habits of Italians and workshops organized with cultural operators, have highlighted that the pandemic has facilitated the development of entirely online digital experiences. With the full resumption of in-person activities starting from 2022, the exclusively online consumption experience has been overtaken by in-person visits, but enhanced by digital tools that make the visit more immersive and engaging. At the same time, new technological trends are emerging, such as the metaverse and blockchain, with significant potential to once again reshape the relationship between museums and audiences in new immersive and three-dimensional spaces.