The role of immersive technologies in cultural contexts: future challenges from the literature

Annarita Colamatteo (), Marcello Sansone (), Maria Anna Pagnanelli () and Roberto Bruni ()
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Annarita Colamatteo: Università degli Studi di Cassino e del Lazio Meridionale
Marcello Sansone: Università degli Studi di Cassino e del Lazio Meridionale
Maria Anna Pagnanelli: Università e-Campus
Roberto Bruni: Università degli Studi di Cassino e del Lazio Meridionale

Italian Journal of Marketing, 2024, vol. 2024, issue 1, No 5, 113-142

Abstract: Abstract Immersive technologies, including augmented reality, virtual reality, and mixed reality, are gaining popularity in the field of museums and cultural contexts. These technologies offer new opportunities to enhance visitor experiences and promote cultural heritage. The paper, in response to the growing interest in the adoption of immersive technologies in cultural contexts, aims to address this need through a systematic literature review. Specifically, it aims to classify research about immersive technologies in cultural contexts into distinct research streams and identify challenges for future research within each stream. The findings reveal three primary categories that highlight the most significant topics identified within the dataset: “technology usage and acceptance,” “education and entertainment,” and “user perception and engagement.” Additionally, a comprehensive examination of each category uncovers sub-categories, providing further insights and directions for future research. These results will serve as a valuable resource for scholars and practitioners, enabling them to identify specific areas for future scientific research and product development. Researchers and practitioners alike will benefit from this study’s contributions to advancing knowledge in the field of immersive technologies in cultural contexts.

Keywords: Immersive technologies; Augmented reality; Virtual reality; Mixed reality; User experience; Cultural contexts (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s43039-024-00089-4

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