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this issue, recent studies suggest adopting tangible interaction design and integrating
technology in subtle and seamless ways (Schou & Løvlie, 2020). Rather than relying
entirely on touchscreens, many museums have experimented with embedded interaction
mechanisms or multisensory design approaches, such as spatial sound installations or
interactive devices directly integrated with physical artifacts (Yates & Løvlie, 2024). These
solutions help reconnect visitors with physical exhibition objects while preserving the
authenticity of the museum environment.
In addition to changes in experience design, modern museums are also developing
multichannel operational strategies to expand their public reach. The COVID-19 pandemic
acted as a significant catalyst accelerating this process, as many museums were forced to
shift toward online interaction during periods of closure (Yap et al., 2024). As a result,
museum experiences today increasingly take on a “phygital” nature, referring to the
integration of physical and digital experiences (Kamariotou et al., 2021). Research
indicates that online museum activities, such as virtual tours on museum websites, do not
reduce physical visitation but may even increase visitors’ intention to visit museums in
the future (Bonel et al., 2023). At the same time, many museums are developing
comprehensive digital strategies, including the creation of online audience communities
(e-audience), the implementation of electronic transaction systems such as online
ticketing (e-transaction), and the sharing of open research data with the scientific
community (e-science) (Kamariotou et al., 2021).
Another important trend in the digital transformation of museums is the increasing
role of visitors in the process of value creation. Through digital tools such as
crowdsourcing and collaborative tagging, visitors are no longer merely passive recipients
of information but become active contributors who participate in the co-creation of
content (Derda & Predescu, 2025). This trend is particularly significant for Generation Z, a
group of digital-native users who tend to prefer interactive and community-oriented
forms of communication. To attract this audience, many museums are shifting their
communication style from traditional institutional approaches to more flexible
storytelling strategies on social media platforms such as TikTok and Instagram.
Finally, digital transformation is also reshaping the role of museums in the
construction of cultural memory. Through digital platforms and social media, museums
are no longer confined to closed exhibition spaces but are evolving into “interconnected
spaces” on a global scale. In this environment, visitors can participate in the processes of
remembering and interpreting heritage through online interactions such as sharing
content, commenting, or discussing artifacts and historical events. These interactions
contribute to the formation and dissemination of collective memory, while
simultaneously generating new interpretations of cultural heritage within the context of
the digital society (Yap et al., 2024). These technological developments become
particularly meaningful when examined in relation to the characteristics of Generation Z.
4.2. Characteristics of Generation Z
The effectiveness of these technologies depends on their alignment with Gen Z’s
cognitive and behavioral traits. The perception of Generation Z (Gen Z) toward museums
has undergone significant changes in the context of digital transformation and the rapid
development of communication technologies. Contrary to the common assumption that
Gen Z is primarily interested in fast entertainment and superficial technological
interaction, many studies suggest that their approach to knowledge acquisition is more
systematic and goal-oriented. In the museum context, Gen Z’s perception is not limited to

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