Balancing Tradition and Digitalization: Enhancing Museum Experiences in the Post-Pandemic Era

This study analyzes how museums in Brașov County integrated digital technologies into their activities during the COVID-19 pandemic, with a focus on online communication and audience interaction. This research is based on a mixed-methods approach, including content analysis, semi-structured interviews with museum representatives, and a questionnaire applied to the visiting public. The aim is to identify the digital strategies used, the challenges encountered, and visitors’ perceptions regarding the usefulness of these tools. The results indicate an accelerated but uneven adoption of digital technologies, influenced by available resources, internal competencies, and institutional support. Frequent online interaction is positively correlated with the perceived quality of digital content, and openness to virtual activities is higher among younger and more educated audiences. Identified limitations include the lack of specialized personnel, reduced budgets, and administrative difficulties. This study emphasizes the need for institutional reforms and investments in digitalization to ensure the sustainability of the digital transition, without losing the value of the physical museum experience.