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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Annarita Colamatteo & Marcello Sansone & Maria Anna Pagnanelli & Roberto Bruni, 2024. "The role of immersive technologies in cultural contexts: future challenges from the literature," Italian Journal of Marketing, Springer, vol. 2024(1), pages 113-142, March.
    • Handle: RePEc:spr:ijmark:v:2024:y:2024:i:1:d:10.1007_s43039-024-00089-4
    DOI: 10.1007/s43039-024-00089-4
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    References listed on IDEAS

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