Digital Engagement and Its Impact on Museum Visitation: An Analysis of Social Media and Online Presence

The present evaluation of visitors and the determinants that clarify the frequency of museum visits requires methodologies that exceed conventional procedures. The use of social media platforms for museum news and the development of an online presence provides valuable opportunities for visitors to plan cultural events, enhance their engagement within a specific museum, and articulate their overall perception of the experience. The aim of this research is to understand the relationship between Social Media Engagement for Museum News (SMEMN), Influence of Online Museum Presence on Visit Decision and Perception (IOMPVP), Museum Visit Decision Factors (MVDF) and Museum Visitation Frequency (MVF), to investigate the interplay and impact of these factors, and to find their direct and mediated impacts on the frequency of museum visits. The analytical methods employed were Partial Least Squares Structural Equation Modelling (PLS-SEM) and importance performance analysis (IPA). The research results indicate, contrary to common practice, thatthere may not be a clear correlation between the frequency of museum visits and the level of engagement individuals have with museum news on social media platforms.However, the online presence of a museum and the factors that influence the decision to visit a museum have a direct effect on the frequency of museum visitors.