The Best Conference Paper 2019 was awarded for the paper “Measuring the Impact of the Mixed Reality on Visitors’ Experience in the Museum. ‘The Ara As It Was’ project in Rome (Italy)” that was presented at the 5th International AR VR Conference. Changing Realities in a Dynamic World, at the Universität der Bundeswehr in Munich. The conference was attended by more than 100 academics and global company managers, including Microsoft and Audi.
Adele Magnelli, ETT International Project Manager, and Prof Mariapina Trunfio, University of Naples Parthenope, presented a paper in collaboration with Dr Salvatore Campana, which contained an empirical analysis, based on a model of 23 variables, highlighting the innovative nature of ETT’s mixed reality project, with its clearly positive impact on the visitor experience and visitor satisfaction. The project shows how it is possible to combine the enhancement of cultural heritage with innovative forms of edutainment. Future scenarios are established, from which it will be possible to define new museum business models.