Digital Adoption in the UK Museum Sector: A Qualitative Evaluation of Online Visitor-Experience

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The last year has seen rapid and wide-ranging changes to visitor behaviours and modes of engagement, forcing an accelerated pace of digital adoption in galleries and museums (hereinafter "museums") due to the COVID-19 pandemic. The next four years present an opportunity to explore whether such changes are permanent and how digital engagement strategies develop as on-site visitors return. However, methods of evaluating online engagement lack the means to record who the content reaches, or audiences' qualitative experience. My research will therefore combine methods from museum studies, digital humanities and information technologies to develop methods of evaluation for museums' online content.