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

The paper aims at analyzing the potential of digital technologies of communication concerning the personalization of cultural heritage visi- tors’ 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). Find- ings 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 herit- age 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.