<![CDATA[Digital transformation encourages museums to build more relevant interactions with audiences through digital media-based communication strategies. This study aims to describe digital communication strategies and identify experiential marketing practices implemented by museums in the city of Surabaya. Using a descriptive qualitative approach, data were collected through in-depth interviews with museum managers, observation of Instagram content (@musea.surabaya) and the official website (musea.surabaya.go.id), as well as documentation studies. The results of the study indicate that museum digital communication is primarily focused on enhancing public education, engagement, image enhancement, and promoting city tourism. Storytelling has been used through character narratives and collection visualizations, but it has not been structured creatively and emotionally. Experiential marketing practices are present in the dimensions of sense, feel, think, act, and relate, but they have not been managed in an integrated manner. These findings emphasize the need for creative guidelines, strengthening digital human resource competencies, and data-based evaluation to improve the quality of the museum's digital experience.]]>
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