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

Abstract

• This study analyzes the combined impact of three digital tools as traffic generators to museums. • Using a qualitative comparative analysis technique 17 international museums was analyzed. • Social networks and virtual communities play together a major role in driving visits to museums. • Museum managers must be prepared for much more demanding digital communications. 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. However, they focus on a single digital communication tool, such as a website or social networks. This research aims to analyze the combined impact of websites, social networks and virtual communities as traffic generators to museums. Using a 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. Finally, both theoretical and managerial implications are considered.