Experimenting hybrid reality in cultural heritage reconstruction. The Peasant Civilisation Park and the 'Vicinato a Pozzo' museum of Matera (Italy)

Hybrid reality (HR) in cultural heritage is mainly conceptual, and its exploitation in cultural heritage and museums remains an under-investigated topic. This research aims to shed light on the experimenting role of HR as an alternative soft-technological approach in cultural heritage virtual reconstruction, which enhance visitors' experience and satisfaction. A quantitative survey methodology was employed to analyse the 'Peasant Civilization Park', a project based on HR invisible projections installed in the Vicinato a Pozzo Museum, in the thousand-year-old city Matera (Italy) - European Capital of Culture 2019. Findings and conclusions open up innovative scenarios on the HR in cultural heritage, driving the identification of alternative museum business models and new museum immersive experiences. Managerial implications suggest how HR improves heritage exhibition management, rethinking experiential value proposition and visitors' satisfaction.