Championing diversity in technology enhanced museum services

The accessibility of the public services for vulnerable social groups has emerged in the last years as an urgent issue to address human rights and participation for all in diverse domains from public transport services to healthcare facilities. Accessibility is particularly relevant in the case of public museums and cultural sites, where audience engagement strategies should cater for people with diverse needs, fostering the trend towards inclusive marketing. Making the cultural heritage accessible is challenging due to the diversity of abilities, preferences, ages, and cultural background of the audience. In this chapter, we discuss the case study of the BeauCoup project that aims to deliver accessible museum services of the cultural heritage from a multi-stakeholder perspective. We specifically describe one of the developed services as an example of value co-creation among visitors, museum experts and social institutions like home care and day-care centres for older adults. The case study highlights facilitating and hindering factors towards the inclusive marketing of museum services.