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.

Rialti, R., Zollo, L., Boccardi, A., Marzi, G. (2016). L'impatto delle tecnologie digitali sulla personalizzazione dell'esperienza del cliente visitatore: il caso Mnemosyne. MICRO & MACRO MARKETING, 25(2), 251-278 [10.1431/83713].

L'impatto delle tecnologie digitali sulla personalizzazione dell'esperienza del cliente visitatore: il caso Mnemosyne

Rialti Riccardo;
2016-01-01

Abstract

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.
2016
Rialti, R., Zollo, L., Boccardi, A., Marzi, G. (2016). L'impatto delle tecnologie digitali sulla personalizzazione dell'esperienza del cliente visitatore: il caso Mnemosyne. MICRO & MACRO MARKETING, 25(2), 251-278 [10.1431/83713].
File in questo prodotto:
File Dimensione Formato  
MMM - 2016 - L’impatto delle tecnologie digitali sulla personalizzazione dell’esperienza del cliente visitatore: il caso Mnemosyne.pdf

non disponibili

Tipologia: PDF editoriale
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 882.38 kB
Formato Adobe PDF
882.38 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11365/1259394