Summary
The paper aims at investigating – particularly from a management point of view – the impact of VR and AR on museum visitor experience and satisfaction. The case study examined by the authors is the “L’Ara com’era” (The Ara as it was) project, analyzed through a random sample of 739 visitors of the project in the period between January and April 2019, according to a quantitative survey methodology, correlation analysis, Importance-Performance Analysis, descriptive statistics, and cluster analysis.

Innovative VR tools and techniques
• The paper does not deal with specific tools, but if focuses on the impact of AR and VR on the visitors’ experience and satisfaction

VR in education
• As far as VR and AR in education, the paper deals with the theoretical distinction between museum traditional digital experiences and museum experiences 4.0, in which the traditional learning elements merge with fun and playfulness
• The paper offers a scheme to measure the impact of VR and AR experiences on museum visitor satisfaction
• The survey allowed to get a feedback about the necessity of improving the role of museum reception staff in promoting the correct technology acceptance and use
• The study confirms that museums have become multi-experiential institutions, in which traditional cultural experiences (e.g. learning) merge with emotional and unusual experiences (e.g. entertainment, enjoyment, socialization, and escapism)
• The study seems to confirm that new and non-expert visitors are the most attracted by smart environments in museums
• The study seems to confirm that VR and AR are the most suitable ways to integrate traditional museum experiences (e.g. learning) and 4.0 experiences (e.g. entertainment, enjoyment, socialization, and escapism)