Blending customisation, context-awareness and adaptivity for personalised tangible interaction in cultural heritage

•This paper original contribution is a multilayer framework for personalisation in the context of tangible and embodied interaction for cultural heritage.•It originates from a methodological approach that involves cultural heritage professionals in shaping personalisation that is meaningful to them and effective with visitors.•To better explain the framework, we bring together in an organic and reflexive way several studies and prototypes based on the proposed approach.