Abstract
ABSTRACTAlthough virtual and augmented reality are receiving increasing attention in tourism and cultural heritage, the effect of mixed reality on museum visitors’ experience has still not been fully answered, and research on this topic is still in its infancy. This paper aims to contribute to this debate proposing a novel model that measures the impact of mixed reality on museum visitors’ experience and satisfaction. ‘The Ara as It Was’, an innovative project enhancing the value of the Italian masterpiece, the Ara Pacis Museum, has been used to test this model. The discussion and conclusion open up new avenues of research.
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