Communication models in science museums: an example of interactive knowledge

ulty of Medicine and Surgery University of Pisa Users want experience over product, as going through it makes people feel enriched in their characters and personalities. This concept, dealing with experiential marketing, is even more valid in cultural and social matters (Kotler and Kotler, 2004). But what can be considered as a good and satisfying experience when we are talking about science and technology communication? Which standards can be evaluated as good-quality when communication is developed inside museums, science centres or exhibitions?