ABSTRACT
Advances in information and communication technology (ICT) and recently the evolution of the Internet have been instrumental in transforming the production, interpretation, exchange, marketing and consumption of cultural services as well as in managing visitors’ experiences and behaviour (Sigala, 2003 a). ICT affects all functions of cultural organizations including conservation, exhibition, marketing and administration (Stam, 1992; Solima, 1998) by permeating all stages of visitor cycle, i. e. pre-sale services, on-site services and post-sale services. Internet tools have enabled the electronic management and publishing of content, the development of virtual cultural- heritage exhibitions and/or the ‘webification’ of existing, ‘bricks and mortar’ cultural-heritage attractions, as well as the emergence of several virtual communities of curators, visitors, educators and others with similar interests in culture and heritage. Moreover, the introduction of multimedia information systems enables the heritage-cultural industry to redefine its role and models by allowing it to redesign traditional products and promote new cultural experiences by involving a worldwide network of potential visitors, who may also be able to participate in the production of the cultural service.
