IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING
This study explores the impact of Augmented Reality (AR) and Virtual Reality (VR) on cultural tourism in Italy. The methodology is twofold. By analyzing visitor satisfaction through a comprehensive survey conducted across 18 museums in northern, central and southern Italy, we aim to understand the...
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Studia Universitatis Babes-Bolyai
2025-06-01
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| Series: | Studia Universitatis Babeş-Bolyai Negotia |
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| Online Access: | https://studia.reviste.ubbcluj.ro/index.php/subbnegotia/article/view/9327 |
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| author | Assia LIBERATORE Ana Elisa SOUSA Paula CARDOSO Sónia PAIS |
| author_facet | Assia LIBERATORE Ana Elisa SOUSA Paula CARDOSO Sónia PAIS |
| author_sort | Assia LIBERATORE |
| collection | DOAJ |
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This study explores the impact of Augmented Reality (AR) and Virtual Reality (VR) on cultural tourism in Italy. The methodology is twofold. By analyzing visitor satisfaction through a comprehensive survey conducted across 18 museums in northern, central and southern Italy, we aim to understand the role of these technologies in enhancing the tourism experience. An agent-based simulation using NetLogo was employed to predict visitor satisfaction based on various demographic and experiential factors, utilizing monthly seasonal data from the Italian National Institute of Statistics (ISTAT).
The findings indicate that immersive technologies significantly influence visitor satisfaction, with higher levels of engagement and positive experiences reported among users familiar with AR and VR. This study highlights the potential of immersive technologies to enhance cultural tourism and provides insights for cultural institutions aiming to adopt these innovations.
JEL Classification: O39, R19, Z39
Article History: Received: 30 March 2025; Reviewed: 25 May 2025;
Accepted: 20 June 2025; Available online: 27 June 2025.
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| format | Article |
| id | doaj-art-d6723a7103bd488b9bbe35a0d3674f0f |
| institution | OA Journals |
| issn | 2065-9636 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Studia Universitatis Babes-Bolyai |
| record_format | Article |
| series | Studia Universitatis Babeş-Bolyai Negotia |
| spelling | doaj-art-d6723a7103bd488b9bbe35a0d3674f0f2025-08-20T02:35:01ZengStudia Universitatis Babes-BolyaiStudia Universitatis Babeş-Bolyai Negotia2065-96362025-06-0170210.24193/subbnegotia.2025.2.02IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELINGAssia LIBERATORE0https://orcid.org/0000-0002-1051-6081Ana Elisa SOUSA1https://orcid.org/0000-0002-0710-8829Paula CARDOSO2https://orcid.org/0000-0002-6613-9510Sónia PAIS3https://orcid.org/0000-0003-1882-5767CiTUR-Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, Portugal; e-mail: assia.liberatore@ipleiria.ptCiTUR-Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, Portugal; e-mail: ana.c.sousa@ipleiria.ptLE@D (Laboratory of Distance Education and eLearning) and CiTUR-Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, Portugal; e-mail: paula.cardoso@ipleiria.ptCIDMA - Center for Research and Development in Mathematics and Applications, University of Aveiro (PORTUGAL) and CiTUR-Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, Portugal; e-mail: sonia.i.pais@ipleiria.pt This study explores the impact of Augmented Reality (AR) and Virtual Reality (VR) on cultural tourism in Italy. The methodology is twofold. By analyzing visitor satisfaction through a comprehensive survey conducted across 18 museums in northern, central and southern Italy, we aim to understand the role of these technologies in enhancing the tourism experience. An agent-based simulation using NetLogo was employed to predict visitor satisfaction based on various demographic and experiential factors, utilizing monthly seasonal data from the Italian National Institute of Statistics (ISTAT). The findings indicate that immersive technologies significantly influence visitor satisfaction, with higher levels of engagement and positive experiences reported among users familiar with AR and VR. This study highlights the potential of immersive technologies to enhance cultural tourism and provides insights for cultural institutions aiming to adopt these innovations. JEL Classification: O39, R19, Z39 Article History: Received: 30 March 2025; Reviewed: 25 May 2025; Accepted: 20 June 2025; Available online: 27 June 2025. https://studia.reviste.ubbcluj.ro/index.php/subbnegotia/article/view/9327augmenter reality (AR)virtual reality (VR)Italian heritagetourism experienceagent-based simulation |
| spellingShingle | Assia LIBERATORE Ana Elisa SOUSA Paula CARDOSO Sónia PAIS IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING Studia Universitatis Babeş-Bolyai Negotia augmenter reality (AR) virtual reality (VR) Italian heritage tourism experience agent-based simulation |
| title | IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING |
| title_full | IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING |
| title_fullStr | IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING |
| title_full_unstemmed | IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING |
| title_short | IMMERSIVE TECHNOLOGIES IN ITALIAN CULTURAL TOURISM: AN EXPLORATORY ANALYSIS OF VISITOR SATISFACTION AND PREDICTIVE MODELING |
| title_sort | immersive technologies in italian cultural tourism an exploratory analysis of visitor satisfaction and predictive modeling |
| topic | augmenter reality (AR) virtual reality (VR) Italian heritage tourism experience agent-based simulation |
| url | https://studia.reviste.ubbcluj.ro/index.php/subbnegotia/article/view/9327 |
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