Abstract. Web 2.0, also known as the Social Web, marks a new philosophy where users are both the main actors and the content producers: users write blogs and comments, they tag, link, and upload photos, pictures, videos, and podcasts. As a step further, Mobile 2.0 adapts Web 2.0 technology to mobile users. We intend to study how Web 2.0 and Mobile 2.0 together can be applied to the cultural heritage sector. Recently, a number of cultural institutions and museums are introducing in their projects some Web 2.0 applications, but the main knowledge source remains a small group of a few experts. Our approach is different: we plan to let all the users, the crowd, to be the main contents provider. We aim to the crowdsourcing, the long tail power, as fuel of cultural heritage system. In this paper, we propose a reference model for cultural heritage system that lets users create, share, and use cultural contents including mobile context-aware features. Key words: Web 2.0, Mobile 2.0, mashup, so...