ONLINE REPUTATION IN CULTURAL INSTITUTIONS: EVALUATION OF NATIONAL MUSEUMS ON DIGITAL PLATFORMS

Online reputation has become a strategic component for cultural institutions, as it directly influences public perception and the social valorisation of heritage. The aim of this research was to analyse the online reputation of the Museo Nacional Sicán (Sicán National Museum), on the northern coast of Peru, as an expression of the symbolic and social dynamics that shape cultural consumption in digital environments. The methodology adopted was quantitative, exploratory, and descriptive, through content analysis and systematic observation of the TripAdvisor and Google platforms, considering variables such as ratings, comments, images, and scores. The results show that the museum maintains a solid digital image, with an average rating of 4.5/5 on Google with more than 1,300 opinions, and 4.0/5 on TripAdvisor, where 87.7% of the reviews are positive. I t also ranks as the most recommended activity in the city. Comparison with other museums in the region revealed that, although the Museo Nacional Sicán has a favourable reputation, it still faces challenges to match the digital visibility with leading inst itutions such as the Museo Tumbas Reales de Sipán. In conclusion, online reputation not only reflects the quality of the museum service but also the capacity of these institutions to actively participate in the symbolic construction of cultural identity, highlighting the need for digital strategies that strengthen their role in contemporary circuits of heritage legitimisation.