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Exploring the role of museums in the digital era: the successful case of the Uffizi Galleries

In: Clusters in Times of Uncertainty

Author

Listed:
  • Luciana Lazzeretti
  • Paola Beccherle
  • Stefania Oliva

Abstract

The chapter explores museums’ new role in the digital era analysing the case study of the Italian museum complex of the Uffizi Galleries in Florence, Italy. It aims to understand how new technologies changed the museum’s business model focusing on new forms of online communication and engagement and a new relationship between the museum and the city of Florence. Results underline the effect of digital technologies, particularly social media, on the value creation of the museum based on the increasing importance of the digital communication strategy to engage the audience and strengthen relationships at the local level.

Suggested Citation

  • Luciana Lazzeretti & Paola Beccherle & Stefania Oliva, 2024. "Exploring the role of museums in the digital era: the successful case of the Uffizi Galleries," Chapters, in: Luciana Lazzeretti & Tamane Ozeki & Silvia R. Sedita & Francesco Capone (ed.), Clusters in Times of Uncertainty, chapter 8, pages 143-159, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:22500_8
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035315765.00016
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