Roque, Maria IsabelCampos, Ana CláudiaAlmeida, SofiaAlmeida, SofiaPasandideh, Shabnam2025-03-122025-03-1220241743-873XPURE: 107370769PURE UUID: 94448397-7f5e-437b-8771-7ef69bb5d5feScopus: 85189819356http://hdl.handle.net/10362/180526Publisher Copyright: © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.This study aims at analysing the development of digital co-creative strategies adopted by museums during the COVID-19 pandemic and the transformative potential of co-creative experiences with the help of digital tools to redefine the relationship between the museum and its audiences. This is exploratory research using online qualitative surveys applied to Portuguese museums during the COVID-19 pandemic for participation of virtual audiences for data collection and analysis. Results from this study contribute to managers’ awareness of museum digital transformation around the world sharing similar contexts and that may want to develop the participatory approach with the support of digital technologies. Results show new avenues for the adoption and implementation of digital strategies in museum management. To the authors’ knowledge, this is one of the first studies to explore the participatory museum framework combined with the development of digital strategies applied to museums following COVID-19.181038732engco-creationCOVID-19 pandemicdigital technologiesmuseum experienceParticipatory museumHistoryTourism, Leisure and Hospitality Managementjournal article10.1080/1743873X.2024.2331239https://www.scopus.com/pages/publications/85189819356