“…Research on the use of interactive technologies and artificial intelligence techniques as tools to intensify visitors' experience and their engagement with history has been growing and enriching, with remarkable contributions, both for understanding consumer behaviour and the adoption of new management practices (Bec et al, 2019;Bembibre & Strlič, 2022;Buonincontri & Marasco, 2017;Cantoni et al, 2018;Castilla et al, 2021;Chalmers, 2017;Marto et al, 2019;Pettoello, 2016;Timothy, 2018). These technological tools enable navigating historical attractions, cities (Meschini & Ippoliti, 2015), monuments, archaeological sites, and museums (Pettoello, 2016).…”