ABSTRACT
Nowadays, many tourists are in search of active holidays and engaging, emotionally, physically, socially, psychologically and/or spiritually authentic experiences, rejecting mass tourism and standardised packages. In addition, tourists increasingly devise their holidays with the aim of learning, self-development and making contact with the local population. Due to the post-modern commodification of culture, visitors’ experiences with cultural heritage require innovation and adaptation in order to offer them unique and meaningful personal events rather than the former passive activities. All around the world, numerous museums, heritage sites and cultural venues are now working in this direction, introducing new visitor models.
