Barriers to Web3 Technologies in Museums: A Qualitative Study in Turin

The museum sector is undergoing a significant digital transformation, accelerated by the COVID-19 pandemic, which exposed vulnerabilities such as revenue losses and reduced visitor engagement. Emerging Web3 technologies, including blockchain and Non-Fungible Tokens (NFTs), offer potential solutions for monetization, visitor engagement, and accessibility. However, adoption in Italian museums remains limited. This study explores the barriers to Web3 technology adoption from an institutional perspective, using qualitative interviews with 23 museum professionals, including directors and curators. Key findings reveal multifaceted challenges, including skepticism about the added value of NFTs, perceived technological complexity, financial constraints, and regulatory uncertainties related to copyright and data protection. Cultural concerns also emerged, with some stakeholders fearing that digital innovations might compromise museums' traditional roles or lead to excessive commercialization. The study aligns these themes with the Unified Theory of Acceptance and Use of Technology (UTAUT), extending the model to include sector-specific factors. The research highlights the tension between innovation and tradition in museums, emphasizing the need for compelling use cases, robust regulatory guidelines, and dedicated funding to facilitate adoption. By contextualizing Web3 adoption within UTAUT, this study provides a theoretical foundation for future empirical investigations and practical insights for museums navigating digital transformation. The findings underscore the importance of balancing technological advancement with cultural preservation, ensuring that digital tools enhance rather than overshadow the core mission of museums as custodians of heritage and education. This study contributes to a broader debate on technology adoption in cultural institutions, particularly in contexts with strong historical traditions such as Italy.