Cultural heritage is as an invaluable treasure for many nations, often likened to a nation’s “oil reserves”. A prime example is Italy, holding the record for natural and cultural assets designated as World Heritage Sites, with 46.9% of its land covered by areas of particular value, subject to special protection rules regulated by the Code of Cultural Heritage and Landscape.
Cultural tourism, which often leverages the latest technologies, increasingly reflects the demand for innovative means of engagement capable of delivering genuine immersive experiences. Yet, the relationship between cultural heritage and communication technologies has perennially been a complex and sometimes contentious matter. The hasty integration of new technologies in cultural spaces can result in the introduction of devices that, instead of enhancing the visitor experience, burden it.
The solution to this challenge lies in transforming cultural places into dynamic tools of knowledge and growth, accessible to all, maintaining their essence while offering authentic physical experiences through the power of Information and Communication Technologies (ICT) to thoroughly contextualise the “good”.
ICT technologies can make information and contexts that are otherwise challenging to access immediately available, reshaping the public’s approach to cultural works. Interactivity, in particular, enables in-depth responses to visitors’ inquiries about the works, enhancing their involvement.
This new paradigm centres on the visitor, knowledge, and methods of utilisation. Engaging visitors is achievable through the provision of exciting and informative experiences, involving them actively through the adoption of targeted technologies and strategies. By allowing them to actively participate in new knowledge experiences, visitors become visitor-participants.
Multimedia and immersive technologies, including virtual and augmented reality, as well as multisensory experiences, serve as tools that can enhance the visitor experience and close the gap between cultural sites and visitors.
The new experience unfolds in three phases:
- Pre-visit: providing content ahead of a visit stimulates interest before physically arriving at the place, using technologies like 360-degree virtual reality to initiate the experience.
- During the visit: ICT technologies enhance the on-site experience, making it memorable and engaging through elements such as edutainment and gamification.
- Post-visit: to maintain interest after the experience, additional content or further information for insight can be provided.
Beyond transforming the role of the visitor, ICT technologies contribute to the enhancement, protection, and improvement of the conservation of cultural heritage.
Sensor technologies, for example, can be employed for continuous monitoring of the condition of cultural heritage, identifying any signs of damage or deterioration. Mixed reality technologies can generate digital models of cultural heritage for research, education, and training, or to create virtual environments where visitors can interact with cultural heritage safely and respectfully. Additionally, cybersecurity technologies can be implemented to safeguard cultural heritage from potential cyber attacks.
It is not just about enriching the visitor experience but preserving and enhancing a shared cultural heritage, a legacy increasingly accessible and immersive for future generations.
