The Role of the Museum Authority in Enhancing Visitor Experience via X Platform: A Mixed-Methods Study on the Effectiveness of Digital Public Relations Strategies

Abstract

The study aimed to explore the impact of digital public relations in improving the public image of the Saudi Museums Commission on the “X” platform, focusing on visitors and employees of the National Museum. A mixed-methods approach was adopted: an online survey of 73 visitors and semi-structured interviews with 4 digital PR employees. The results were interpreted through Framing Theory to understand the nature of digital messages and their role in shaping public perception. Findings showed a high positive perception of digital PR efforts, with an overall mean of 4.42/5. The image enhancement dimension ranked first (4.47/5), confirming the effectiveness of digital strategies in building institutional reputation. The study also highlighted the innovative use of virtual reality (VR) and holograms to boost audience engagement, especially among youth.However, several administrative and technical challenges emerged, including weak infrastructure, lack of a unified strategy, limited funding, and poor digital crisis management. Employees stressed the importance of transparency, rapid response, and visually appealing content in building trust. The study recommended improving infrastructure, developing a unified media strategy, increasing funding allocations, and establishing specialized teams for digital crisis management. It concluded that the success of digital public relations requires integrating modern technologies with direct engagement and creative content.