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Essential Glossary
Guide to Definitions and Key Concepts

A) THE EXPERIENCES

On the Concept of Experience, Offers and Experiential Tourism

Experience: memorable events that involve individuals on a personal level

Multisensory experiences: Experiences that involve multisensory involvement (involvement of at least two or more senses: sight, hearing, touch, smell, taste)

Cultural experience: Multisensory experience that allows you to deepen your knowledge of elements of local identity”

Experiential offer: when experience is the primary object of the offer.

Experiential Tourism: when the tourist offer includes one or more experiential offers.

The Principles of the Experiential Path (Experiential Principles)

The following experiential principles were developed by Ignazio Calogero:

  1. Multisensorial: The experiential path must include activities multisensory (involvement of the senses: sight, hearing, touch, smell and, where possible, taste)
  2. Local identities: The experiential path must allow you to deepen your knowledge of elements of local identity
  3. Uniqueness: the experiential path must present unique characteristics
  4. Human relations: the experiential path it must be based on human relationships
  5. Direct participation: the experiential path must include the direct participation of the guest in some activities
  6. Experiential learning: the experiential path must include a learning phase through the direct participation of the guest in some activities
  7. Thematic approach: each path must be built starting from a theme that characterizes it and which constitutes its guiding thread
  8. Aesthetic approach: iThe aesthetic approach is one of the elements, together with that of direct participation, at the basis of the concept of "immersion". The events that constitute "the staging of the experience" must be designed in such a way as to give importance to all aspects that can influence aesthetics: the atmosphere, the sense of beauty, the place chosen for the experience, the plot (screenplay) which must be consistent with the chosen theme and the identified location
  9. Entertainment: the experiential path it should also include moments of entertainment, which enrich and make the experience pleasant
  10. Immersion: The principle of immersion is actually the direct consequence of the application of the principles of multisensory, direct participation and aesthetic approach. Immersive techniques can be implemented in order to create a scenic environment that sees participants immersed in a multi-sensory context.

Experience levels

The levels of Experience are linked to the level of application of these principles.

Experience (mainly commercial in nature)

  • Experience (First Level): Multisensory experience, which presents unique characteristics” (principles 1, 3)
  • Authentic Experience (Second Level): “Multisensory, unique experience, based on human relationships, which involve the direct participation of guests, and based on a thematic approach” (principles 1, 3, 4, 5, 7)
  • Full Experience (Third Level): “Multisensory, unique, thematic and immersive experience, based on human relationships, which involves the direct participation of guests in the activities that constitute the experience itself” (principles 1, 3, 4, 5, 7, 8, 9, 10)

Cultural experiences

  • Cultural Experience (First Level): “Multisensory experience that allows you to deepen your knowledge of elements of local identity” (principles 1, 2, 3)
  • Authentic Cultural Experience (Second Level): Multisensory, unique experience, based on human relationships, which allows the understanding of elements of local identity through direct participation in the activities that constitute the experience itself" (principles 1, 2, 3, 4,5, 6, 7, XNUMX)
  • Full Cultural Experience (Third Level): Multisensory, unique, thematic and immersive experience, based on human relationships, which allows the understanding of elements of local identity through direct participation in the activities that constitute the experience itself" (principles 1, 2, 3, 4, 5, 6, 7, 8, 9, 10)

Repertoire of Experiential Activities

The types of activities to which it is possible to apply these experiential principles, which constitute the scope of application of the experiential offers.

Repertoire of Experiential Activities:

  • Dinner Experience (DIE):
    • Show Cooking Experience
    • Sensory Dinner Experience
    • Location Dinner Experience
    • Narrative Dinner Experience
    • Dinner Show Experience
    • Art Dinner Experience
    • School Dinner Experience
  • Guest Experience (GUE):
    • Sensory Guest Experience
    • Narrative Guest Experiences
    • Location Guest Experience, which also includes the following types:
      • Seaside Village Experience
      • Farmhouse Experience
      • Glamping Experience
    • Integrative Guest Experiences
  • Cultural Heritage Experience (CHE)
    • Food and Wine Experience
    • Heritage Sides Experience
    • Intangible Cultural Heritage Experience, which includes the following typology:
      • HandMade Experience
    • Cultural Expositive Experience, which also includes the following types:
      • Museum/Ecomuseum Experience
      • Immersive Art Experience
    • Cultural Entertainment Experience
    • Cultural Learning Experience
    • Heritage Interpretation Experience
  • Open Air Experience (OAE)
    • Trekking and Hiking Experience
    • Bike Experience
    • Diving Experience
    • Speleology Experience
    • River Experience
    • Horse Experience
    • Donkey Experience
    • Animal Experience
    • Marine Life Experience
    • Flight Experience
    • Fishing Tourism Experience
  • Wellness Experience (WLE)
  • Entertainment and Show Experience (ESE)
  • Sports Experience (SPE)
  • Experiential Marketing (EMA)

The classification of experiential activities should not be seen in a strict sense, as a type of experience can fit into more than one category. 

B) INTERPRETATION OF CULTURAL HERITAGE (HERITAGE INTERPRETATION)

Interpretation Experience Path (Interpreting): Cultural, educational, hermeneutical and systemic experiential path that aims to reveal the deepest meaning of things

When it comes to interpretation it is appropriate to distinguish between:

  • Interpretation services (mediated interpretation): Realization of communication tools and services (signs, signs, maps, illustrative brochures, guides, flyers, multimedia productions and stations, installations, websites, apps, etc.) and design of Interpretation Plans
  • Interpretation Experience Paths (direct interpretation): Initiatives that provide for the direct participation of both interpreters and guests in the interpretative activities.

Heritage Interpretation

The Principles of Interpretation 

The following principles were developed by Ignazio Calogero

  1. Multisensory Approach: The interpretation must be multisensory as much as possible (involvement of at least two or more senses: sight, hearing, touch, smell, taste)
  2. Cultural Approach (Local Identities): The interpretation must allow to deepen the knowledge of elements of local identity
  3. Uniqueness: the Interpreting experience path must have characteristics of uniqueness
  4. Centrality of the participants: Each interpretation must take into account the participants and take into account their centrality with respect to the context.
  5. Participation: the Interpretation experience path must foresee the participation, possibly direct, of the guest in the activities
  6. Educational Process (Experiential Learning): Interpretation must include an experiential learning phase, possibly through the direct participation of the guest in the activities.
  7. Thematic approach: each interpretation it will have to be built starting from a theme that characterizes it and that constitutes its guiding thread.
  8. aesthetic approach: the aesthetic approach is one of the elements, together with that of direct participation, at the basis of the concept of "immersion". The events that constitute "the staging of the experience" must be designed in such a way as to give importance to all the aspects that can influence the aesthetics: the atmosphere, the sense of beauty, the place chosen for the experience, the plot (screenplay) which must be consistent with the chosen theme and the identified place.
  9. Entertainment: Each Interpretation Experience path should also include moments of entertainment that enrich and make the experience enjoyable.
  10. Immersion: The principle of immersion, as well as in experiential paths, is the direct consequence of the application of the principles of multisensoriality, direct participation and aesthetic approach
  11. Revelation (hermeneutical communication): Interpretation is a hermeneutic communicative process (whether art or discipline), which aims to reveal the deepest meaning of things. Revelation occurs through the transformation of experience.
  12. Provocation (communication based on provocation): the communicative process that allows the interpreter to reveal (not teach) and the participant of the path of experience to discover (not to learn) takes place thanks to the provocation, on the part of the interpreter, of the participants' curiosity and involvement.
  13. Systemic approach (holistic view): The interpretation must take place with a holistic approach, it should take into account all the aspects, the relationships and links between the participants, the well (or phenomenon) interpreted and the context in which one finds the three elements at the base of the interpretation: the interpreter, the good (or phenomenon) and the participant.
  14. Tailored approach: The interpretation must take into account both the target of the final users: age, schooling, social context of belonging, and other variables such as expressed and implicit needs of the users themselves. For each target identified, the following must be identified: specific themes, methods and programmes.
  15. Creative approach: The interpretation process must precede a communicative style that must involve the whole dynamic of thought, describing places and facts in a creative and engaging way and using interpretative techniques such as storytelling and creative writing
  16. Interpretation based on facts: Interpretation must originally have concrete facts and places. The information on which the interpretation is based must be based on in-depth and quality data and information
  17. Simplicity and communicative coherence: Interpretation must include language that is not overly technical, lengthy or irrelevant to the context to be interpreted
  18. Emotional connection (passion): The interpreter must love the object of the interpretation, the result of the interpretation is strongly correlated to the passion and emotional connection that binds the interpreter and the phenomenon to be interpreted.

The first ten principles are nothing but the experiential principles. 

The levels of interpretation 

In relation to the principles of interpretation it is possible to classify three levels of interpretation and consequently three levels of experiences of interpretation of Cultural Heritage:

  • Simple interpretation (first level): application of principles 1, 2, 3, 11, 12, 13, 16
  • authentic interpretation (second level): application of principles 1, 2, 3, 4, 5, 6, 7, 11, 12, 13, 16
  • Full interpretation (third level): application of principles 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18

A definition of the three levels of interpretation that takes into account the applied principles could be the following:

  • Simple interpretation (first level)

Interpretation of cultural heritage which aims, through a holistic approach, to reveal the deepest meaning of things through a unique, multi-sensory communication process based on provocation and the validity of facts.

  • Authentic interpretation (second level)

Interpretation of cultural heritage that aims, through a holistic approach, to reveal the deepest meaning of things through a multi-sensory, unique, thematic communicative process, based on provocation, substantiation of facts, human relationships and direct participation of guests' participants in the activities that constitute the interpretive experience 

  • Full interpretation (third level)

Interpretation of cultural heritage that aims, through a creative, holistic, aesthetic, immersive and tailor-made approach, to reveal the deepest meaning of things through a multi-sensory, unique, thematic, coherent communication process, based on provocation, factual foundations, relationships human beings and direct participation of the guests' participants in the activities, including entertainment, which make up the interpretative experience.  

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