Transformations  in
Business & Economics

CULTURE, INSTITUTIONS AND DIGITAL REVOLUTION: MUSEUMS’ RELEVANCE IN THE DIGITAL ECOSYSTEM
Andres Gomez, Ruth Fernandez-Hernandez, Cristina Marin-Palacios

ABSTRACT: Individuals, organisations and all the institutions that make up the structure of society face a significant shift towards complete digital transformation in today’s world. Public and private institutions must also rise to the challenge of digitalisation, including improving their digital presence. Our research focuses on the state-of-the-art digitalisation efforts of leading cultural institutions, specifically museums. An institution’s level of digital transformation can be inferred by examining the material and services available on its website. It is analysed, how these institutions develop their digital presence by measuring web traffic and identifying key factors that contribute to their success using the Institutions Digital Development Index Model (IDDI). An IDDI model adapted specifically for cultural institutions, such as museums, is established. A principal component factor analysis is also employed to study external factors influencing their digitalisation effort. The results show none of the rankings used to date in relation to museum institutions consider their degree of digital transformation; additionally, the IDDI model’s validity is confirmed by combining its basic variables with specific cultural sector variables.

KEYWORDS:  digitalization, institutions, museums, digital development index, digital marketing.

JEL classification:  O33, Z11, C43, L86, M31.