This study reveals that, the mummy of A?tzi and his history are considered both authentic and a pleasant experience. Authenticity is the central theme of contemporary museums, which give visitors authentic, emotional and spiritual experiences. Furthermore, the study offers the opportunity to determine the characteristics of the museum's visitors. Besides, it is fundamental to notice that, the presence of a small, but significant, percentage of young visitors is very important for the Museum, thus young audience can influence the behavior of future generations. Finally, the study provides some guidelines for the management of the Museum in order to continue with its success and to confirm A?tzia??s uniqueness in the world.

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