Effects of mixed-reality on players' behaviour and immersion in a cultural tourism game: A cognitive processing perspective.

•The interplay among cognition, technology and cultural heritage gaming is investigated.•Interaction effect between technological context and cognitive style revealed.•Mixed-reality enhanced gaming-specific game-specific, visual behaviour & immersion.•Mixed-reality favored most a specific type of user (field-independent).•Human cognitive factor as a design factor in mixed reality environments.