Engaging with Cultural Heritage A Digital Communication Model for Mobile Apps with Augmented Reality-Enhanced Game, Narrative, and Creativity

Cultural heritage is a vital resource whose loss impoverishes global heritage. Cultural tourism, driven by the desire to learn and experience the culture of destinations, has become a powerful tool for preserving and transmitting cultural heritage. The integration of information and communication technologies within cultural tourism, particularly through mobile applications and augmented reality, offers innovative ways to engage tourists and enhance their experiences. Despite the potential of these technologies, research on how to maximize engagement in cultural tourism remains limited. This article proposes the Cultural Engagement DigitalModel, aimed at supporting the design and development of engaging mobile applications for cultural tourism. The model comprises three engagement flows - game, narrative, and creativity - that can be enriched with augmented reality to foster a deep social and emotional engagement among tourists, strengthening their connection to the cultural sites. We theorise that when tourists actively participate in creating their own experiences, it not only makes each visit more unique but also deepens the bond between the tourist and the location.