Digital Transformation in Vietnamese Museums: Artificial Intelligence, Visitor Experience, and Sustainable Cultural Tourism Development

Abstract

In the context of digital transformation reshaping cultural institutions worldwide, the museum system in Vietnam has also increasingly adopted digital technologies in exhibition practices, management, and heritage interpretation. However, existing studies have primarily focused on the technical application of digital technologies in museums, while the role of digital transformation as an integrated strategy connecting technology, public experience, and sustainable heritage development remains insufficiently examined. In response to this gap, this study proposes a theoretical approach that conceptualizes digital transformation in museums as a strategic process integrating artificial intelligence (AI) with interactive technologies such as virtual reality (VR) and augmented reality (AR) to enhance visitor engagement and experiential interaction. This study employs a qualitative research approach, combining literature review, content analysis, and comparative case-study analysis of representative museums in Vietnam. The findings identify three major trends in the digital transformation process: (1) the increasing digitization of artifacts and development of digital databases; (2) the expansion of immersive and interactive experiences through VR and AR technologies; and (3) the integration of artificial intelligence into museum operations, including interpretation services, data management, and visitor support systems. In addition, statistical data from 2023 to mid-2025 indicate a steady increase in visitor numbers at museums adopting digital technologies, although various contextual factors also influence this trend. The findings further demonstrate that digital transformation, when implemented as an integrated strategic approach rather than merely as a technical tool, not only improves operational efficiency but also strengthens cultural communication capacity, expands accessibility to cultural heritage, and contributes to the promotion of sustainable cultural tourism development. The article simultaneously proposes an integrated framework that combines technology, heritage interpretation, and sustainable cultural tourism within contemporary museum studies. Based on this perspective, the study recommends directions for developing integrated and sustainable digital museum models in Vietnam. It provides practical references for museum managers, policymakers, and researchers within the broader Southeast Asian context.