COVID-19 and the economic sustainability of Italian museums: can digital technologies enhance new revenue models?

Abstract

ABSTRACT This study analyses the impact of COVID-19 on the economic sustainability of Italian museums and questions whether the wide diffusion of digital technologies can enhance new revenue models. Museums have largely used digital technologies during the pandemic to offer an alternative to the onsite experience. Yet it is less clear whether and how digital technologies can also enhance new revenue models, finally contributing to the overall sustainability of museums. The survey conducted revealed that Italian museums were deeply financially affected by the pandemic, as highlighted by the reduction of onsite visitors and revenues. At the same time, Italian museums adopted different typologies of digital technologies to offer new online experiences, sometimes associated with new revenue models. This new online offer also requires an internal change of competencies and roles of the staff, supporting reflections on the future trends for the economic sustainability of museums.