Digitally enriched exhibitions: Perspectives from Museum professionals

In approaching museum digitalisation, museum professionals are under-represented in tourism research. Yet they are key stakeholders whose opinions can help refine tourism knowledge. To address this gap, the present study assessed their social representation of digitally enriched exhibitions. In this two-phase qualitative study, 146 blog posts and 26 videos generated by museum professionals were retrieved and 22 interviews were completed. The analysis suggested the social representation is featured by 1) educational intent, 2) artefact-centred design, 3) complex visitor experience management, 4) critique of lacking cultural values, and 5) phygital strategy. Three themata were identified and explicated through in-depth interviews, namely education—entertainment, artefact-centred—visitor-centred, and materiality—digitalisation. The research serves as a meaningful portrayal of museum experts’ views. The museum context is socially and institutionally distinct. Studying and making digital experiences with museums adheres to heritage discourse and artefact materiality, in which concepts like hierolatry and factishism deserve contemplation.