Museum Digitalization and Territorial Development: A Conceptual Framework for Structural Equation Modeling in the Moroccan Context

Abstract

The digital transformation that most museums are currently undergoing has changed how cultural heritage is managed, how users are engaged, and how spaces are developed and integrated (engaged) in the world today. Whereas many studies have focused on the digital transformation of museums individually, on user engagement and behavior, on the capability of organizations, and on the attractiveness of the territories, not many studies have focused on the integration of these frameworks, especially in the developing countries like Morocco. To close this gap, we present the first digital transformation of a museum management framework, integrating the capability of a museum organization, perceived barriers, user experience, user satisfaction, engagement, intention, and the attractiveness of a territory and its development. The framework is constructed on recent digital heritage research and multiple theories, including the Technology Acceptance Model, Resource Based View, Dynamic Capabilities, the Experience Economy, the Theory of Planned Behavior, Territorial Attractiveness, and Smart Tourism. Based on the framework, twelve research hypotheses are proposed. The framework and the museum digital transformation framework will be further refined based on the users of the Mohammed VI Museum of Modern and Contemporary Art in Rabat and the Mohammed VI Museum for the Civilization of Water in Marrakech. By integrating a cross-section of the technological, organizational, behavioral, and spatial dimensions, the study on museum management adds to the body of knowledge on the management of digital heritage in Morocco and offers recommendations for policy formulation, especially in sustainable spatial development.

Keywords: Museum Digitalization; Digital Heritage; Visitor Experience; Structural Equation Modeling; Territorial Development; Morocco.

Received Date: April 21, 2026

Accepted Date: May 12, 2026

Published Date: June 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/780