TOWARDS VALUE CO-CREATION WITHIN MUSEUMS: TECHNOLOGY, PEOPLE AND ORGANISATION

Museums should develop and use technologies in order to promote value co-creation encouraging interactive participation and enhancing the learning experience, and driving user-generated cultural heritage contents. The aim of this study is to elucidate how museums identify some pathways for value co-creation by using technology in order to rediscover the user participation, to design virtual museums and enable museum professionals to interact with users that contribute to knowledge, learning and value creation. Technology is driving museums to evolve from audience-oriented institutions to become as knowledge- and learning-oriented organisations that contribute to sustaining value co-creation in cultural heritage field by rediscovering technological and human capabilities, and opening up to participation of the audience that contribute to constructing cultural meanings, supporting knowledge creation, sustaining education and learning opportunities.