Tourist Perceptions of Immersive Experiences in Smart Cultural Destination: Case of Padova

In today's digital age, we're seeing a fascinating transformation where technology and cultural heritage intersect, especially in places like Padova. This city, with its rich cultural history, is at the forefront of embracing innovation while preserving its heritage. Our study dives into how Virtual Reality (VR) and Augmented Reality (AR) technologies are changing the way people experience culture. Padova is a prime example of a smart destination, a place where technology amplifies cultural stories and tourism potential. As technology and smart solutions become more integrated into cultural destinations, there's a unique opportunity to enhance how tourists experience these places. In this regard, we need to understand how these technologies affect tourists in reality, especially in Padova. To solve this, we're using a mix of methods (qualitative and quantitative). We gather data from tourists with surveys and get insights from tour guides and operators in the tourism industry with interviews. Our findings show that VR, AR, and immersive technologies have a big impact on how tourists engage with cultural sites. They help visitors understand these places better and create more personal experiences. Tourists visiting Padova exhibited a keen interest in immersive experiences, signaling a growing demand for metaverse technologies in tourism. the influence of digital content on tourists' decisions to visit Padova is significant, highlighting the importance of effective digital promotion for attracting visitors. Our research will contribute in a way that Padova could move towards becoming a smart city with a rich cultural history, and this by showing how culture, immersion, and technology can all work together. Moreover, this study is crucial for tourism professionals and heritage site managers as it can help them make better decisions regarding the use of technology for sustainable destination management and offer a better experience for visitors.