Riccardo Rialti, Lamberto Zollo, Andrea Boccardi, Giacomo Marzi

The impact of technologies on visitors' experience personalization: a case study

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Keywords: Heritage; Cultural Heritage Marketing; Experiential Marketing; Experience Personalization; Digital Technologies of Communication.

The paper aims at analyzing the potential of digital technologies of communication concerning the personalization of cultural heritage visitors' experience. For this purpose, a single case study was conducted. Specifically, we analyzed a digital technology named Mnemosyne, which is installed in the National Museum of Bargello (Florence, Italy). Findings reveal how digital technologies allow the personalization of visitors' experience of heritage since those technologies are able to interpret the movements and interests of visitors. Moreover, the study highlights that such technologies affect the overall experience in a positive manner, hence they also may become instrumental in valorizing cultural heritage patrimony. Thus, moving from empirical findings, this study stresses some implications of the potential of digital technologies as instruments of cultural heritage experiential marketing, as well as some suggestions for future researches on this particular topic.

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