Tecnologias imersivas (RA/RV) na gestão pública de turismo cultural: diretrizes para a interpretação do patrimônio e a experiência do visitante

Abstract

This study analyzes the theoretical potential and trends in the application of Augmented Reality (AR) and Virtual Reality (VR) in managing the visitor experience and heritage interpretation in museums and historical sites. Adopting an Integrative Literature Review and Documentary Analysis as its methodology, the research identifies the main applications, benefits, and challenges of integrating these technologies into cultural tourism. The results indicate that AR and VR, beyond being mere visualization tools, are platforms capable of enhancing the theoretical principles of heritage interpretation proposed by Freeman Tilden, by enabling a more provocative, contextualized, and personal mediation. The data analysis culminates in the proposal of five conceptual guidelines for public management, aiming at the strategic incorporation of immersive technologies in line with the Smart Tourist Destinations (STD) paradigm. It is concluded that the success of these technologies' application depends less on the hardware and more on the quality of the content, the sensitivity of the narrative, and a public management that acts as a mediator between innovation and the mission of connecting people to their history.