Unlocking museum digital innovation. Are 4.0 Torino museums?

This research aims to analyze the Torino museums readiness in the digital technology journey. Our focus is to understand how museums face digital challenges both on the supply side, the perspective of Torino museum managers, and on the demand side, the perspective of visitors’ experience. After a first analysis on all Torino museum websites, 15 mystery tours have been conducted in the best ICT ranked museums. A mixed methods research design was employed, integrating quantitative and qualitative methods in data collection and analysis. This paper contributes to the knowledge gap in the area of stakeholders’ perceived value of ICT in Torino museums. The main contribution is to raise the awareness of the level of response of the Torino museums to the change required by digital transformation, activating a process of continuous improvement that will enable more effectiveness in the dissemination of knowledge and more engagement in visitors’ experiences. This study takes an in-depth look at the opportunities provided by digital technologies to enhance the cultural heritage experience. It could be useful to identify best practices, benchmarks, critical points, and errors to avoid.