Virtualios realybės taikymas Lietuvos muziejuose / ; Application of virtual reality in Lithuanian museums.

Research background. In the 21st century, ever-improving technologies and the related improve-ment of other services have encouraged the modernisation of the processes of all organisations. Museums are no exception (Šimanskienė, Valiušienė, Sloka, 2017). This rapid jump over the past year has been fuel-led by the onset and rapid acceleration of the COVID-19 pandemic, which has resulted in numerous bans and restrictions. The pandemic has forced humanity to broaden its horizons or even change its interests. The museums started making virtual tours of exhibitions, video stories about works and expositions, or creating newsletters that packed virtual art games, discoveries, and gifts. To attract as many visitors as possible, museums have likewise attempted to improve their inventory but also to implemented never-before-seen virtual reality plans or projects while maintaining the originality characteristic of culture. The tourism sector was particularly affected, as the activities of travel or cultural organisations and companies were restricted or suspended. Only a part of organisations or companies carried out their activities remotely.The research problem. During the pandemic, Lithuanian museums were not ready to present them-selves in a digital format, but quickly reoriented themselves. They started making virtual tours showing exhibitions, video stories about works and expositions, or creating newsletters that packed virtual art games, discoveries, and gifts (Tomkevičiūtė, 2020). To attract as many visitors as possible, museums have likewi-se attempted to improve their inventory but also to implemented never-before-seen virtual reality plans or projects while maintaining the originality characteristic of culture. The offer of museum services still lacks integrated virtual services that would improve the museum’s expositions and increase the number of visitors, so it is essential to find out why the integration of these services is not being expanded so rapidly. The aim of the study isto analyse the integration ...