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Expanding the Museum Audience Experience in the Web: Digital Museum Products During COVID-19 Pandemic

Student: Efremova Svetlana

Supervisor: Irina Sizova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2021

With the rapid development of technology and its implementation in all aspects of public life, the requirements for the level of museum digital products are also increasing. Coronavirus restrictions in the whole world in 2020 were a certain indicator of the readiness of museums' work in the online space, as well as a driver for creating new communication strategies with the museum audience. This study focuses on studying the development of digital museum products during the COVID-19 pandemic and further analyzing their impact on the practice of visitors receiving online museum experience. For the purposes of the study, the use of two research approaches was chosen: qualitative and quantitative. The first approach was a case study method using in-depth interviews, while the second approach was a content analysis of the official websites of museums and an analysis of the statistics of the social networks on which the museum is represented. The sample of this work includes 4 art museums that were included in the top 10 most visited museums in 2019 according to the rating of The Arts Newspaper Russia: The Pushkin State Museum of Fine Arts, Garage Museum in Moscow, and the State Russian Museum, Faberge Museum in St. Petersburg. The paper presents a historical overview of the digitalization of the museum sphere. Before analyzing the selected cases, the author analyzes the main concepts of interaction between digital products and the audience in the museum sphere and presents the development of the model of the museum experience of visitors. Using data collected from interviews, reports, articles, and public resources of museums, the paper offers a new vision of the museum experience model of visitors in the digital space, as well as practical recommendations for museum professionals involved in the development of digital products. The conclusions of the work open up new avenues of research.

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