This research aims to apply Industry 4.0 tools and the co- creation concept to gain in-depth insight into the museum customer experience through the attributes and its value perceived by the customer. The tool is used to validate the proposed model related to co- creation experiences in museums.

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2020 1
The Role of Industry 4.0 Tools on Museum Attributes
Identification and Co-Creation Through Innovative
Processes: an Exploratory Study of Thyssen-
Bornemisza National Museum (Madrid, Spain)
Alicia Orea-Giner
Carmen De-Pablos-Heredero
Trinidad Vacas-Guerrero
Rey Juan Carlos University
Université Paris 1 Panthéon-Sorbonne

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2020 ABSTRACT 3
The case of study is Thyssen-Bornemisza Museum (Madrid, Spain). The results obtained are key to create co-creation strategies. The
results obtained offer precious information to carry out innovation processes such as co-creation in order to improve the decision-making
processes from museum management perspective. These results show that there are substantial differences between the perception and
appreciation of the attributes by the local community and the tourists. The results provide valuable information that can be applied in
practice to devise strategies for economic and socio-cultural sustainability aimed to improve decision-making in museum management.
RELATED PAPERS:
Orea-Giner, A., De-Pablos-Heredero, C., & Vacas Guerrero, T. (2021). Sustainability, economic value and socio-cultural impacts of
museums: a theoretical proposition of a research method. Museum Management and Curatorship, 36(1), 48-61.
Orea-Giner, A., De-Pablos-Heredero, C., & Vacas-Guerrero, T. (2021). The Role of Industry 4.0 Tools on Museum Attributes Identification:
An Exploratory Study of Thyssen-Bornemisza National Museum (Madrid, Spain). Tourism Planning & Development, 18(2), 147-165.
Orea-Giner, A., Calero-Sanz, J., De-Pablos-Heredero, C., & Vacas-Guerrero, T. (2021). An Exploratory Analysis of Museum Attributes
from the Perspective of Tourists and Residents: The Case of Thyssen-Bornemisza National Museum, Madrid, Spain. Societies, 11(2), 64.
Orea-Giner, A. & Vacas-Guerrero, T. (2020). Textual analysis as a method of identifying museum attributes perceived by tourists: An
exploratory analysis of Thyssen-Bornemisza National Museum in Spain. Esic Market Economics and Business Journal, 51(3), 527-544.

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2020 4
Background
Tourism industry has been
progressively incorporating
industry 4.0 tools as well as
technologies such as robots,
artificial intelligence and service
automation (Ivanović et al.,
2016; Ivanov & Webster, 2017).
Tourism studies refer to multiple
possibilities derived from the
different techniques of analysis
of eWOM (Pihlaja et al., 2017).

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2020 5
Background
Co-creation also influences the
experience of the visit by
providing positive emotions,
increasing museum visitor
satisfaction and loyalty (Ruiz-
Alba et al. 2019).
The creation of mutual value is
fundamental and is linked to the
experience of the visitors.
Museums must motivate
consumers to participate in
activities focused on co-creation
to create value together (Thyne
& Hede, 2016).

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2020 6
Research aim
This research aims to apply
Industry 4.0 tools and the co-
creation concept to gain in-depth
insight into the museum
customer experience through
the attributes and its value
perceived by the customer. The
tool is used to validate the
proposed model related to co-
creation experiences in
museums.

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2020 7
Research
questions
• RQ1: How do the Industry 4.0
methods help to understand
museum attributes?
• RQ2: How does attributes
analysis help to promote co-
creation and innovation
strategies in museums?
• RQ3: How do eWOM and the
roundtable make it easier to
identify museum
attributes to create co-creation
and innovative strategies?

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2020 8
The National Thyssen-
Bornemisza Museum is located
in the Paseo del Prado (Madrid),
an area that has been called
‘The Art Walk’.
This museum has a rich
permanent collection among,
which we can highlight artworks
of Durero, Tiziano, Rubens or
Cézanne, among others, and
celebrates successful and
quality temporary exhibitions.
Case study

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2020 9
Thyssen-
Bornemisza
National Museum
1.034.941
VISITORS (2019)
5th
MUSEUM MOST VISITED IN SPAIN

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2020 10
Methodology
2500 opinions in Spanish
2500 opinions in English
about Thyssen-Bornemisza National
Museum
Downloading 5000
opinions from
TripAdvisor
The most representative attributes
identified are discussed in a round table
with experts.
Round-table
discussion
A preliminary analysis of the 5000 opinions
is performed using Nvivo 12
Preliminary analysis
and Selection of the
most representative
attributes
Final selection of attributes was done by
analyzing deeply the 5000 opinions of the
museum presented in TripAdvisor and with
an analysis of the round-table discussion.
Attributes and co-
creation strategies

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2020 11
Text Mining approach
Sample Total: 5000
Spanish: 2500
English: 2500
Date Spanish: From February 24, 2016 to March 25, 2019.
English: From July 15, 2015 to March 24, 2019.
Analysis Data extracted with WebHarvy software and analysed by
using Nvivo 12.
Keywords 500
Attributes
detected
26

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2020 12
Key topics of the round-table
discussion
Topic 1 Considering your opinion on the previously
identified attributes, how do you describe it?
What strategies would you develop to improve
these attributes and the museum's offer?
Topic 2 What attributes do you believe are more
representative of the Thyssen-Bornemisza
National Museum? How do you think the
innovation strategies carried out by the museum
affect these attributes?
Topic 3 What attributes do you think are more interesting
for tourists? How can the perception of tourists
help to propose strategies of co-creation?

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2020 13
Participants of the round-table
discussion
Type Gender Expertise
Academic
Curator 1
Curator 2
Musicologist
Account Manager
Tourism professional
Museum educator
Feminine
Feminine
Masculine
Feminine
Masculine
Feminine
Masculine
University. Museum studies
National Museum
Regional Museum
Spanish Association of Museology
Tour Spain
Destination Management Organization
Private enterprise

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2020 14
Findings

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2020 15
Conclusion
RQ1: How do the Industry 4.0 methods help to
understand museum attributes?
It allows to understand museum performance
better and improve the decision-making
process. Among the tools we find, the analysis
of eWOM is fundamental as well as the
generation of co-Creation by promoting Open
Innovation projects.
RQ2: How does attributes analysis help to
promote co-creation and innovation strategies in
museums?
Attributes analysis provides crucial information
for identifying co-creation possibilities in the
museum in order to make better the visitors’
experience and the value perceived by them.
Besides, it is possible to identify areas in which
to introduce innovative strategies.
RQ3: How do eWOM and the roundtable make
it easier to identify museum attributes to
create co-creation and innovative strategies?
The analysis of eWOM facilitates the process of
identifying museum attributes, proving the
validity of Industry 4.0 tools for analysing
museum attributes.

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2020 16
Practical
implications
• It is necessary to develop co-creation strategies
related to the design of contents to interact with
the visitors, such as audio guides and guides.
• The concept of the ticket is linked to a unique and
personalised experience.
• It is vital to consider also the innovative attributes
detected, since they are fundamental in the pre-
visit and post-visit. These are fundamentally the
website, the App and the F&B services. These
attributes can be reconstructed based on the co-
creation proposals that have emerged through
the Open Innovation processes.

16. pattern
www.yoursite.com
Thank you
Alicia Orea-Giner
alicia.orea@urjc.es