VIRTUAL PATHS TO THE PAST: EVALUATING VISITORS EXPERIENCE AT DIGITAL ENHANCED HERITAGE SITES

The study investigates how digital interpretation tools impact visitor experiences at cultural heritage sites in Serbia, focusing on satisfaction, emotional and cognitive engagement, educational outcomes, and ease of use. In response to evolving visitor expectations and the growing integration of digital technologies in tourism, this research addresses gaps related to demographic variations and lesser-known heritage sites in Southeast Europe. A mixed-methods approach was employed, combining a quantitative survey (N=150) with qualitative interviews (30 participants) across three culturally significant sites— Belgrade Fortress, Felix Romuliana, and Mokra Gora. These sites were selected for their cultural prominence and differing levels of technological integration, allowing for a nuanced exploration of visitor interactions with digital tools. Results reveal that digital tools, such as augmented reality, virtual reconstructions, and interactive apps, enhance learning, foster emotional connection, and increase visitor satisfaction, particularly among younger and first-time visitors. However, older adults and those with limited digital literacy reported usability challenges, highlighting the need for inclusive design and multilingual options. Regression analysis confirmed that emotional engagement and immersive storytelling strongly predict satisfaction. The study also demonstrates that digital tools facilitate experiential learning, enabling visitors to internalize historical narratives more deeply than through traditional methods. Qualitative findings emphasize the role of personal, narrative-driven content in shaping memorable and meaningful site experiences. By providing a holistic, multi-dimensional evaluation, this research advances the discourse on digital heritage tourism, emphasizing the importance of adaptive, demographically sensitive, and culturally contextualized digital strategies. The study offers practical recommendations for site managers and designers, advocating for inclusive, emotionally engaging, and locally grounded digital experiences that cater to diverse visitor profiles.