Considering marketing innovations of the last ten years, this paper contributes to the theoretical research on cultural marketing, analysing the possible application of the experience-based approach to the management of local cultural heritage. After discussing the literature on experiential marketing, the author focuses on the analysis of museum experience and the innovation of its services through edutainment and technology devices. Considering that the competitive advantage of Italian cultural heritage results from the deep relationship with the local context, a theoretical framework is provided based on the innovation of museum communication and on museums as pivots to experience local culture. This perspective shift could have implications in the enhancement of local museums and place-specific assets, highlighting their distinctive features and meeting the need of authenticity expressed by new publics.
Keywords: Experiential marketing, edutainment, local cultural heritage, museum-pivot, place-specific assets, authenticity.