Experiencing Museums. A Qualitative and Quantitative Description About Igers’ Narration of an Exhibit Space

The purpose of this study is to investigate the Instagram users’ experience when they have to exhibit spaces, such as museum or squares, in which there are artwork and artefacts. We carry out a qualitative and quantitative analysis starting from a collection of 56,000 posts. The mined resources allowed us to recognized 21 groups of images representing different relationships between Igers (e.g. Instagram users who publish their shots on thematic groups reserved for a specific topic), the exhibit space and the exhibited objects. Results indicate that by re-categorizing and re-configuring the museum environment, Igers contribute to the creation of particular context and build their own narratives from their visits. Our analysis stimulates some reflections about the information management of cultural heritage institutions: taking in consideration the visitors’ perception could enrich and optimize the exhibition planning, in order to improve the fruition of art and its digital storytelling.