Digital transformation is reshaping the cultural sector, enabling museums and cultural institutions to improve accessibility, audience engagement, and cultural participation via the integration of innovative technologies. While existing research examine the strategic, technological, and organizational dimensions of digital transformation, very few researches has been devoted to the understanding of its impact on visitors’ experiences, particularly within the context of Greek cultural institutions. This research attempts to cover this significant gap, as generating visitors’ meaningful cultural experiences is what digital transformation aims the most. This study investigates the relationship between digital transformation and visitor experience through the case of the Archaeological Museum of Thessaloniki with the help of a quantitative research design based on structured questionnaires administered to museum visitors. Data analysis examines visitors’ perceptions of digital innovation and evaluates the extent to which technological applications contribute to the quality of the museum experience. The findings indicate that digital transformation has a positive effect on visitor engagement and cultural learning, enhancing accessibility to information and facilitating more interactive forms of cultural participation. However, the results also reveal challenges associated with the strategic integration of digital technologies, staff readiness, and the long-term sustainability of digital initiatives. This research contributes to the literature on digital heritage management and museum studies, offering practical insights for museum professionals, cultural managers, and policymakers seeking to maximize the social and cultural value of digital innovation in heritage
institutions.

JEL Classification: Z11, M15, O33