The Role of Industry 4.0 Tools on Museum Attributes Identification: An Exploratory Study of Thyssen-Bornemisza National Museum (Madrid, Spain)

The objective of this paper is to examine how Industry 4.0 tools help to understand museum performance and to facilitate the development of co-creation strategies. A case study explores the museum customer experience through attribute identification and attribute value as perceived by the customer. Tourist opinion and perception form a crucial factor that can be explored through electronic word-of-mouth (eWOM). Content analysis can be used to detect attributes as perceived by tourists, with a view to improving the tourist experience. The detected attributes are evaluated in a roundtable discussion with experts and key stakeholders. The exploratory approach reported here examines the introduction of Industry 4.0 tools like eWOM to study museum visitor perception and perceived value. The results are key for designing co-creation strategies and providing precious information for implementing innovative processes such as co-creation to improve the decision-making process for museum management.