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ABSTRACT
Hybrid reality (HR) in cultural heritage is mainly conceptual, and its exploitation in cultural heritage and museums remains an under-investigated topic. This research aims to shed light on the experimenting role of HR as an alternative soft-technological approach in cultural heritage virtual reconstruction, which enhance visitors’ experience and satisfaction. A quantitative survey methodology was employed to analyse the ‘Peasant Civilization Park’, a project based on HR invisible projections installed in the Vicinato a Pozzo Museum, in the thousand-year-old city Matera (Italy) – European Capital of Culture 2019. Findings and conclusions open up innovative scenarios on the HR in cultural heritage, driving the identification of alternative museum business models and new museum immersive experiences. Managerial implications suggest how HR improves heritage exhibition management, rethinking experiential value proposition and visitors’ satisfaction.
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No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Mariapina Trunfio
Mariapina Trunfio is Associate Professor of Economics and Business Management and Director of the Master in Tourism & Hospitality Management at at the Department of Management and Quantitative Studies, University of Naples 'Parthenope' in Italy. Her current research focuses on destination management and governance, place branding, local development, overtourism and sustainable development, cultural heritage and creativity, cultural diversity and entrepreneurship, tourism innovation, smart destination, digital e social media marketing, augmented reality, virtual reality and mixed reality in tourism and cultural heritage. She has published several papers in leading journals, monographs, book chapters and conference papers. She received several best paper awards.
Salvatore Campana
Salvatore Campana, PhD Student in Entrepreneurship and Innovation at the University of Naples 'Parthenope' and University of Campania 'L. Vanvitelli' in Italy. His current research focuses on destination management, entrepreneurship, tourism innovation, social-driven and technology-driven innovation, augmented reality, virtual reality, and mixed reality.
Adele Magnelli
Adele Magnelli is an International Project Manager at ETT S.p.A. She applied innovative ICTs and advanced digital storytelling to Tourism, Culture Heritage and Luxury. Among her projects: the Mixed Reality experience 'The Ara as it Was' (Rome), Matera2019 'Ars Excavandi', Dante's House Museum in Florence, the Virtual Reality film "The Divine Comedy in VR, the NCS for Bulgari, Temple of Brunello in Montalcino. She has held lectures about ICTs in cultural heritage and tourism, mixed reality, innovation technologies, and storytelling in the academic field. She has published several academic papers, book chapters and conference papers. She received several best paper awards at international conferences.