Abstract
The integration of immersive digital technologies within cultural heritage sites represents a transformative shift in visitor interpretation and heritage management. This study investigates the pedagogical and experiential efficacy of three distinct interpretive modalities—traditional audio-textual guides, on-site mobile Augmented Reality (AR), and fully immersive Virtual Reality (VR) installations—across major archaeological complexes in Ancient Rome, including the Colosseum Archaeological Park and the Domus Aurea. Employing a quasi-experimental between-subjects design with 482 international and domestic visitors, the research evaluates cognitive retention, affective engagement, perceived authenticity, and flow state. Quantitative structural equation modeling, supplemented by qualitative visitor debriefs, reveals that while fully immersive VR installations generate superior affective response and empathetic historical understanding, mobile AR achieves the highest conceptual and spatial learning outcomes by maintaining an active visual dialogue with physical ruins. Traditional interpretive media, although perceived as possessing higher documentary credibility by older cohorts, demonstrated significantly lower overall engagement metrics. These findings underscore the necessity of a nuanced, hybrid interpretive strategy in heritage management, offering actionable frameworks for curators, destination managers, and digital content designers seeking to balance technological innovation with historical fidelity and spatial reverence.
