Integrating Extended Reality in Cultural Heritage: From Visitor Experience to Sustainable Engagement

Extended Reality (XR) technologies have increasingly been adopted to enhance visitor engagement and promote the sustainability of Cultural Heritage (CH) sites. While XR interventions have proven effective in enriching historical narratives and improving visitor experiences, they often face challenges such as fragmented management, technological biases, and limited integration within existing visitor pathways. This study presents a holistic approach to designing and implementing XR interventions at the Roman Houses of the Celio Hill, a historically significant yet under-visited CH site in Rome. By incorporating a Design Thinking framework, Three-Act narrative design, and urban analysis, the proposed methodology ensures a seamless integration of XR technologies within pre-visit, on-site, and post-visit activities. The study explores how strategic XR implementation can improve site visibility, diversify visitor engagement, and address operational challenges posed by multiple stakeholders managing neighboring sites. Findings highlight the importance of balancing immersion, cognitive load, emotional engagement, and interaction while preserving the authenticity of cultural content. The results offer insights into designing sustainable, long-term XR interventions that enhance visitor experiences while contributing to the broader resilience of CH sites.