Research Seminar "The internationalization of Italian art and archaeological museums: A qualitative study" (Tiia Vissak)

Research Seminar

8 April 2026 at 14.00-15.00

Narva Rd 18 - 1024 and Zoom

TIIA VISSAK (University of Tartu)

The internationalization of Italian art and archaeological museums: A qualitative study

International management literature has extensively examined the internationalization processes of manufacturing firms, yet museums remain an understudied area. This paper seeks to address this gap by analyzing the internationalization strategies of Italian art and archaeological museums and exploring the factors that have recently influenced their internationalization initiatives. Based on interviews conducted with seven museums, the study explores the unique internationalization processes of Italian art and archaeological museums. The findings show that, beyond attracting foreign tourists, they actively cooperate with foreign museums (through loans and temporary exhibitions) and research centers (via joint research initiatives). Additionally, museums have recently intensified their digitalization efforts to engage a global audience. This study offers valuable insights into the complex dynamics of museums’ internationalization. It emphasizes the importance of qualified staff, strong network ties, and effective use of social media in facilitating international expansion. At the same time, it highlights key challenges, including the delicate balance between internationalization and preserving authenticity, as well as managing bureaucratic obstacles in the process.

Co-author: Barbara Francioni (University of Urbino Carlo Bo)