Investigation of the intention to adopt technological applications in museums with the extended technology acceptance model

With the development of technology, museums are constantly updating and developing their marketing strategies. Through museum marketing, strategies are created to enable these technological developments and changes to have a positive effect on visitors. By providing the technological adaptations of the museums, it will be easier to create more modern solutions and become attraction centers for visitors. The purpose of this study is to examine the intention to adopt technologies used in museums by users (visitors) through the extended Technology Acceptance Model. The data was collected using face to face survey method during February and March 2020 in Besiktas JK Museum which is Turkey's first digital sports museum.. Structural equation modeling aims to contribute to the literature by analyzing 271 data collected and expanding the Technology Acceptance Model of the research in the context of museums. In line with the results of the research, it has been proved that the technological practices with high perceived benefit constitute a behavioral intent in the museum and thus a very strong factor in creating behaviour. In addition to this, suggestions were given to practitioners, professionals and managers regarding the use of technological applications in museum marketing in parallel with technological developments.