Changes in Cultural Heritage Consumption Model: Challenges and Limits

Digital technology and social media become active tools not only for facilitating travel organization, but in the last decade was developed for supporting innovative forms of cultural consumption, especially participative one. The authors have developed a qualitative survey to identify the satisfaction of using cultural products based on ICT by a young consumer with expectations of innovative knowledge of the cultural heritage gained in-situ experience. The satisfaction survey aimed to identify the consumer's reaction to a new form of heritage cultural products, based on ICT and that address to the audience a challenging interpretation of the heritage asset, more related to present significance and motivation for consumption. We were looking for the calibration of the offer model dedicated to young consumers and also for selection of the most suitable cultural products able to stimulate them for visit in situ. Because we addressed to the future consumers (more familiar with internet facilities for information and virtual visits to some cultural assets such as castles, churches, national parks, historical inns, etc.), we subsequently attempted to identify commonalities and main trends in terms of youth cultural consumption pattern.