Digital Twins in the Creative Industries and Tourism

This master thesis investigates the potential of digital twins within the realms of the creative industries and tourism, with a particular focus on leveraging digital twin technology to enhance creativity, innovation, and customer experience. The research aims to contribute practical guidelines for implementing digital twins in these sectors. The study seeks to determine visitors’ perceptions of digital twins representing cultural objects, identify various interaction models between visitors and digital twins in creative and tourist organizations, and assess the benefits and implications of integrating digital twins into organizational products to attract visitors. The research methodology employs expert interviews, survey, and focus group comparing the Hermitage (3D) and Pushkin’s museum’s (4D) digital twins products. Data analysis techniques include thematic analysis and standard statistical analysis methods and descriptive statistics. Anticipated outcomes include the identification of diverse interaction models between visitors and digital twins, insights from industry experts on the integration of digital twins in creative industries and tourism, validation of organizational benefits through visitor feedback, and the formulation of a clear definition of digital twins tailored to these sectors. This study contributes to the growing body of knowledge on digital twins in tourism and creative industries. Keywords: Digital twins, Creative industries, Tourism, Innovation, Customer experience