The changing face of museum tour guides: how to raise audience interest and engagement through digital technology

In the last decade new technologies have provided opportunities for the valorization of cultural heritage, but they have also offered valuable solutions for the audience engagement. It is also true that digital transformation provides exceptional challenges for human resources working in the sector. This is particularly critical in traditional environments, like museums. Usually, museums have been seen as keepers of knowledge and this aspect has led to an attitude of substantial closing toward new forms of accessibility to this culture. More recently, these institutions have understood the importance of innovation and renewal within the promotional strategies to attract more visitors and improve their experience. But technological change requires trained staff able to favor its adoption and make its benefits clear for visitors. Along this perspective, museums should intervene in redefining the role and the competencies that tour guides need to develop to operate in a renovated scenario, driven by technological innovations