Realtà aumentata e valorizzazione dei beni culturali. Riflessioni sull’offerta culturale casertana

Objectives. The work, conceived within the recent collaboration with the laboratory of Virtual and Augmented Reality of the Italian Center for Aerospace Research (CIRA), started from the following research questions: what is the state of the art of AR technology applications to the cultural heritage? What are the critical success factors of the action taken? Which may be a strategy for revitalizing the cultural heritage of Caserta? Methodology. The methodology used was on desk study and on field surveys. Findings. The study reflects the need to change business model for cultural institution, in order to create a new value for cultural heritage stakeholders and to capture the opportunity offered by new technology. The network business model seems to be the missing link to a more effective and efficient management of cultural heritage. In light of what we have shown up to this point, the case study refers to a process of setting up a network integration strategy of Caserta cultural resources. Research limits. It lacks technical, economic and political-administrative feasibility studies. Practical implications. The work is intended as a tool for reflection for cultural institution who want to revitalize their offer. In particular, the case developed is a practical tool, for policy makers of Caserta, to design a potential cultural district. Originality of the study. The study is an attempt to systematize the complex matter, highlighting the results achieved, the critical success factors and new opportunities.