Testing Mixed Reality Experiences and Visitor’s Behaviours in a Heritage Museum

This paper aims to test the relationships between technological and functional, and experiential elements of the new realities, developing a conceptual framework based on (Trunfio and Campana, Current Issues in Tourism. 23(9):1053–1058, 2020) visitors’ experience model for mixed reality in the museum to explore how mixed reality functional elements influence visitors’ experiences in museum and post-experiences. Findings validate the influence of mixed reality functional elements on visitors’ experiences, showing traditional experiences as a key museum experience to drive 4.0 experiences and post-experience behaviours. However, some theoretical questions remain open, considering the influence of usability requirements on interaction and 4.0 experience on museum post-experience.