Exploring the dimensions of contemporary museum management

Museums have acquired new roles, thus becoming active actors in society against the backdrop of the expectations of cultural consumers. In addition, consumers now have a higher demand for Romanian museums after visiting great European museums. The managerial approach continues to change considerably, reaching the point where it focuses more on aspects such as activism, sustainability, diversity, inclusion, and interactivity to encourage and bring together people from diverse socio-cultural backgrounds around a museum. Speaking about interactivity, one of the ways of attracting a diverse public is the adoption of new technologies such as VR and AI. The paper outlines some of the main dimensions and sub-dimensions associated with the management of a modern museum. It discusses how managerial best practices align with the new ICOM definition of a museum, using the latter as a benchmark. More specifically, modern museum management means participation, sustainability, activism, and new technologies. The investigation suggests that the definition adopted by ICOM is, to some extent, outdated compared to practice and cannot be relied upon alone to define the management of a modern museum.