E. Sánchez-Amboage, Matías Enrique Membiela-Pollán, Valentín-Alejandro Martínez-Fernández, S. Molinillo
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Tourism marketing in a metaverse context: the new reality of European museums on meta
ABSTRACT The ‘contactless’ culture established after COVID-19 and the development of metaverse technologies, such as virtual reality, augmented reality, blockchain and artificial intelligence, serve as vectors of change in museum tourism. Contactless behaviours have forced European museums to reconfigure and strengthen their digital communication and marketing strategies, mainly through social media and audiovisual content, to connect with their audience by virtual means only. This experience has laid the foundations for hybrid communication (physical and virtual) by museums and acted as a pilot experience for their activities in the metaverse of the future. The aim of this research is to analyse the online tourism communication strategies implemented by 20 European museums through Facebook (Meta) in times of COVID-19. The results show the effect of lockdown on patterns of consumption and interaction, and the impact of message content and format on user engagement and participation.
期刊介绍：
Museum Management and Curatorship (MMC) is a peer-reviewed, international journal for museum professionals, scholars, students, educators and consultants that examines current issues in depth, and provides up-to-date research, analysis and commentary on developments in museum practice. It is published quarterly and all submitted manuscripts will undergo double-blind review. The journal encourages a continuous reassessment of collections management, administration, archives, communications, conservation, diversity, ethics, globalization, governance, interpretation, leadership, management, purpose/mission, public service, new technology and social responsibility.
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