Creating customer, museum and social value through digital technologies: evidence from MANN, Assiri project

The object of museums is to reflect and respond to the cultural capital inherent in people and achieve their full citizenship potential. New technologies are considered essential to attract new audiences and improve access to museums. There are no current studies linking the application of new technologies in museums to an increase in value creation for visitors and for society. The aim of this study is to address this gap in the research. To this end, a questionnaire was distributed among visitors to the National Archaeological Museum of Naples (MANN) who used augmented reality (AR) technology to experience an exhibition artifact. Data analysis was carried out via multiple correspondence analysis and hierarchical agglomerative clustering analysis. The results show that new technologies could play a significant part in creating value for visitors, for the museum and for society as a whole.