The Impact of Mixed Reality on Visitors’ Experience in Museum. ‘The Ara As It Was’ Project in Rome

  • Mariapina TrunfioEmail author
  • Salvatore Campana
  • Adele Magnelli
Part of the Progress in IS book series (PROIS)


Although new realities are receiving increasing attention in tourism, the effect of them on cultural heritage has still not been fully answered and research on this topic is still in its infancy. This paper aims to contribute to advances in research on visitors’ experience analysis in museums, applying the Trunfio and Campana (Curr Issues Tourism 1–6, 2019) model for mixed reality in museums. The empirical analysis concerns ‘The Ara As It Was’, a mixed reality project installed in the iconic and historical Ara Pacis Museum in Rome (Italy). The findings, discussion and conclusion open new avenues of research and suggest managerial implications to improve museum competitiveness.


Mixed reality Museum Visitors’ experience model Visitors’ satisfaction 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Mariapina Trunfio
    • 1
    Email author
  • Salvatore Campana
    • 1
  • Adele Magnelli
    • 2
  1. 1.Department of Management and Quantitative StudiesUniversity of Naples “Parthenope”NaplesItaly
  2. 2.ETT SpaGenoaItaly

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