This thesis examines the role of digitalization in the transformation of Italian museums and its contribution to value creation within the cultural heritage sector. The research combines an analysis of the Italian museum environment with a comparative study of three institutions: Gallerie degli Uffizi, Palazzo Barberini, and Pinacoteca di Brera. Special attention is given to the evolution of the Italian museum sector in recent years, considering the effects of the Franceschini Reform, changes in funding structures, tourism dynamics, and the growing relevance of digital technologies following the COVID-19 pandemic. The study adopts a qualitative case study methodology based on secondary data collected from academic literature, institutional reports, official statistics, museum documentation, and publicly available information.