Prossimità virtuale o distanza fisica? Trasformazione digitale e cocreazione del valore ai tempi del COVID-19

The outbreak of the novel coronavirus (COVID-19) has changed supply-chain operations in an unprecedented manner and its effects are particularly visible in the context of traditional arts organisations such as museums. This paper explores how this crisis has boosted a new socialisation of cultural heritage through content digital transformation and new form of museum service co-creation. In fact, museums have suddenly shifted from being temples and custodians of the heritage to becoming virtual arenas where artists, visitors, and cultural intermediaries change their traditional roles. Empowered by digital transformation, consumers may now concretely turn into prosumers¹ by exchanging and co-creating new cultural meanings and new knowledge about the arts. This paper outlines different models of collaboration-based practices in the museum field, providing practitioners with recommendations on how to strategically take advantage of digital transformation and co-creation dynamics to improve access and create new public.