Públicos y oferta cultural de la red de museos del MAAC en Guayaquil

Abstract

This study analyzed the management of the MAAC museum network, their cultural offer, digital initiatives that emerged in confinement due to the pandemic, and their strategies to attract audiences. Virtual ethnography, interviews and metric analysis were applied. This research concluded that the museums did not have a digitization plan. However, the actions, new perspectives and guidelines that favored their sustainability are exposed.