Current virtualization practices as a means of increasing the effectiveness of museum communication

Museums play an important role in the development of society, but they have to fight for their visitors in a fiercely competitive environment. In this regard, various steps are taken to change museum communication. One of the directions is the introduction of modern information technologies, including virtualization practices. These include the creation of virtual spaces, the use of augmented reality tools, as well as the principles of gamification. In addition, this approach creates a fascinating experience for visitors, which is comparable in success to that offered by entertainment facilities. At the same time, it carries several dangers, the main of which is the substitution of the functions of a museum institution. Moreover, the implementation of virtualization practices is associated with significant financial costs. The effectiveness of such activities can be questioned if the importance of the museum space itself is not properly emphasized.