This document analyzes the web presence and mobile-friendliness of major Italian museums. It evaluates the official websites of 8 flagship museums in Italy according to quality, mobile optimization, and social media presence. The analysis found room for improvement in mobile formatting and social media usage. Customer complaints online focused on lines, crowds, and lack of amenities, indicating digital communications could help address common issues. One museum updated its website in response to be more responsive.

1. ENTER 2016 Research Track Slide Number 1
Italian flagship museums: web
presence and mobile-friendliness
Luisa Mich (a), and Roberto Pere6a (b)
(a) Department of Industrial Engineering
University of Trento, Italy
luisa.mich@unitn.it
(b) Department of Foreign Languages, Literatures and
Cultures University of Bergamo, Italy
roberto.pere6a@unibg.it
February 5, 2016

2. ENTER 2016 Research Track Slide Number 2
Museums in Italy
• Italy has 3,847 museums, 11.9% of which are art museums
• 104M visitors in 2011; ca. 41.2% visit art museums
• Less than 50% of the visitors of Italian museums come from abroad
• No Italian museum is top for number of visitors`(the VaMcan Museums
are No. 8 worldwide)
• 63.8% museums are public property and belong to a “polo museale”
• The Ministry of Cultural Heritage and Tourism has launched a
reorganizaWon of the state museums in 2014 (20 autonomous state
museums and 17 poli museali)
Italian flagship museums: web presence
and mobile-friendliness

3. ENTER 2016 Research Track Slide Number 3
Italian flagship museums
Italian flagship museums: web presence
and mobile-friendliness
Museum Town B2C official website # Visitors 2013
Musei vaWcani Rome mv.vaMcan.va 5,459,000
Galleria degli Uffizi Florence uffizi.firenze.it 1,875,785
Palazzo Ducale Venice palazzoducale.visitmuve.it 1,307,230
Palazzo Strozzi Florence palazzostrozzi.org 934,563
Castel Sant'Angelo Rome castelsantangelo.beniculturali.it 965,931
Galleria Borghese Rome galleriaborghese.beniculturali.it 498,477
Pinacoteca di Brera Milan brera.beniculturali.it 249,579
Museo di Capodimonte Naples
polomusealenapoli.beniculturali.it/
museo_cp/museo_cp.html 116,627
selected as the most visited in the greatest Italian desMnaMons

4. ENTER 2016 Research Track Slide Number 4
Method
Studying the web presence of the selected museum has included four
main tasks.
1) Mapping each museum’s official and semi-official websites
2) EvaluaMng the quality of each museum’s B2C website
3) TesMng the mobile-friendliness of each museum’s B2C website
4) Analyzing each museum’s web reputaWon.
Models and tools to rely on were idenMfied for each of these four tasks.
Italian flagship museums: web presence
and mobile-friendliness

5. ENTER 2016 Research Track Slide Number 5
Website quality
Italian flagship museums: web presence
and mobile-friendliness
Museum IdenWty Content Services IndividuaWon Management Usability
Musei vaWcani 2.00 3.00 3.00 2.25 2.00 2.50
Galleria degli Uffizi 1.75 2.75 2.50 1.50 2.75 2.00
Palazzo Ducale 1.75 3.00 2.00 2.00 2.25 2.75
Palazzo Strozzi 1.75 2.75 3.00 2.25 2.75 2.00
Castel Sant'Angelo 1.25 2.25 2.25 1.25 2.25 2.00
Galleria Borghese 1.75 2.50 2.50 1.00 2.25 2.50
Pinacoteca di Brera 2.50 2.50 2.25 1.75 2.75 2.00
Museo di Capodimonte 1.00 2.25 0.50 1.25 1.75 1.50
according to the 7Loci quality evaluaMon meta-model, on a 1 to 3 scores scale

6. ENTER 2016 Research Track Slide Number 6
Mobile-friendliness
source: h6ps://www.google.com/webmasters/tools/mobile-friendly/ August, 2015
Italian flagship museums: web presence
and mobile-friendliness
Museum Friendly Small text Links too close Viewport not set Wider than screen
Musei vaWcani x x x
Galleria degli Uffizi x x x x
Palazzo Ducale x
Palazzo Strozzi x
Castel Sant'Angelo x x x
Galleria Borghese x x x
Pinacoteca di Brera x x x
Museo di Capodimonte x x x x

7. ENTER 2016 Research Track Slide Number 7
Social web presence
Italian flagship museums: web presence
and mobile-friendliness
Museum
Musei vaWcani x
Galleria degli Uffizi x x x
Palazzo Ducale x x x x
Palazzo Strozzi x x x * x x x
Castel Sant'Angelo *
Galleria Borghese * * * x
Pinacoteca di Brera x x x *
Museo di Capodimonte x * * x * *
* stands for weak spaces

8. ENTER 2016 Research Track Slide Number 8
Web reputaWon
• Most of the menMons, being simply pieces of news or pictures, express
a neutral senMment.
• PosiMve comments usually praise the collecMons’ quality or the town’s
appeal.
• CriMcs frequently point out long queues, crowded or closed romms,
lack of lockers, insufficient promoMon.
These are factors that digital communicaMon can help manage, if not
correct.
Italian flagship museums: web presence
and mobile-friendliness

9. ENTER 2016 Research Track Slide Number 9
Capodimonte responds
Italian flagship museums: web presence
and mobile-friendliness
A responsive website is now available at Capodimonte, though under a different domain name

10. ENTER 2016 Research Track Slide Number 10
From Strozzi to Brera
Italian flagship museums: web presence
and mobile-friendliness
A former director at Strozzi has recently been appointed by the Ministry to run Brera.