Evaluation of contemporary art museums within the scope of cultural tourism: The case of Istanbul

This research examines the contribution of contemporary art museums in Istanbul to cultural tourism by employing a multi-method approach that integrates data collected through semi-structured interviews, observations, and website/document analyses within a qualitative framework. The research evaluates various aspects of contemporary art museums, such as spatial arrangements, digital transformation efforts, educational/community engagement programs, the impact of cultural tourism, and the integration of traditional and contemporary elements. By comparing the insights of museum managers with on-site practices, it reveals how contemporary art museums create destination value through interactive technologies, social spaces, and innovative exhibition formats, transcending the traditional understanding of cultural tourism focused primarily on historical or archaeological features. Findings indicate that contemporary art museums enrich visitor experiences through diverse practices, ranging from online ticket sales and interactive artwork presentations to multilingual resources and advanced technologies like AR/VR. Managerial interviews highlighted goals such as "international recognition, digital accessibility, support for young artists, and disability-friendly infrastructure." Observations further contextualized these goals through tangible elements such as the presence of cafes and social spaces, improvements in spatial comfort, or identification of shortcomings. Website analyses revealed how effectively these institutions reflect their strategies in the digital space and provide ease of access to visitors. The integration of historic buildings with modern artworks and programs creates a distinctive attraction for both local and international tourists. Additionally, education and community-focused events establish these institutions as social actors rather than merely exhibition venues. The research yields significant theoretical and practical outcomes. Theoretically, it highlights how the concept of "traditional cultural tourism" is being redefined at the intersection with contemporary art, particularly within the context of digital museology. Practically, it contributes to the strategic roadmaps of institutions in areas such as accessibility for individuals with disabilities, the development of social spaces, multilingualism, online ticketing, and digital promotional activities. Consequently, the study redefines the role and value of contemporary art in cultural tourism policy and planning processes. It demonstrates with concrete evidence how the spatial, digital, and social interaction elements of museums can enhance a destination's competitiveness.