Digital Collectibles for Commercial Conversion in Museum Study Tours: A Knowledge Management View

Museum study tours increasingly serve as platforms for cultural transmission, yet many programs struggle to convert short-term engagement into lasting visitor relationships. A persistent gap exists between initial engagement and sustained value realization. In this study, the author investigates how digital collectibles function as knowledge carriers that bridge this gap. Using survey data, behavioral logs, and operational records, the author examines how engagement depth and cultural identity influence sharing intention and conversion outcomes. Results indicated that digital collectibles operate not merely as promotional tools but as intermediary artifacts that facilitate knowledge transfer and identity formation. Three conversion patterns—low, medium, and high maturity—were identified, revealing that stable conversion depends less on scarcity perception than on engagement depth and cultural identity. These findings offer practical guidance for cultural institutions seeking to integrate digital artifacts into visitor experience design.