“…These technologies include not only interactive websites, social media, smartphones, tablets, computers, and mobile applications (Neuhofer et al, ; Errichiello & Micera. ) but, more recently, also augmented reality (AR) and virtual reality (VR) applications (Guttentag, ; Jung, tom Dieck, Lee, & Chung, ; Tussyadiah, Jung, & tom Dieck, ). In the context of tourist attractions, the increasing market orientation of cultural heritage organizations (e.g., museums, archaeological sites, and galleries) has fuelled the search of different ways for exploiting the potential of these technologies to enhance the customer experience before, during, and after the visit (Shaw & Ivens, ).…”