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 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.