민간박물관에 있어서 고객 경험과 성과 관점의 디지털 트랜스포메이션 전략에 관한 연구

This study analyzes the impact of Digital Transformation (DT) on customer experience and performance in private museums and presents a strategic framework for its effective implementation. Digital Transformation is considered essential for innovating traditional museum operations, strengthening competitiveness, and ensuring sustainable growth. In particular, this study focuses on a strategic approach to customer experience management and performance management centered on the integration of digital technologies. Customer experience management is divided into three stages: pre-visit, visiting, and post-visit, and provides digital transformation strategies for each stage. Performance management, based on the Balanced Scorecard for non-profit organizations such as museums, is categorized into artistic contribution, public benefits, learning and growth, and finance and governance, presenting corresponding digital transformation strategies. The study also conducts a case analysis based on the proposed framework. In this analysis, the customer experience management domain is examined through immersive exhibition, visitor experience data collection and analysis, and the expansion of accessibility and inclusivity, while performance management is analyzed using the museum’s Balanced Scorecard criteria. The study emphasizes the necessity of clear goal setting and strategic planning for the successful implementation of digital transformation in private museums, highlighting the importance of a strategic roadmap. Lastly, it mentions the need for further research on the costs and maintenance involved in pursuing digital transformation.