“…The literature on the topic is centred on the possibility of offering to the visitor a wide range of choices (Weil, 1997) through the use of the "new technologies" (as matter of fact, these technologies are not new; in fact they are already old, when we consider the new innovation wave: Internet of things, big data, artificial intelligence, additional production, neurobionanotechnologies are intended not only to change the management and the circulation of information but also the quality of the relation between the digital information, things, objects and places) for the fruition in loco which combines compactness, multimedia, hypertext, flexibility and interactivity (Galluzzi, 1997;Addis, 2002;Witcomb, 2003;Parry, 2007;Marty, 2008;Bakhshi, Throsby, 2012); furthermore the same ones allow to exploit replicator economies, to contain a high number of different types of information (eg texts, sounds, images) in a limited space to customize the visit experience, by choosing the contents according to the requested level of in-depth analysis to make the visitor individualise the visit and reduce the "cognitive dissonance" and increase the previous knowledge (Breakwell, 1998;Rullani, 2004;Falk, Dierking, 2008;Solima, 2016aSolima, , 2016b).…”