Real or Virtual? A Neuroscientific Exploration of Digital Cultural Experiences

Introduction. The integration of digital technologies into cultural experiences has significantly transformed how individuals engage with historical and cultural sites. This digitisation through virtual reality, augmented reality, and extended reality platforms has improved both accessibility and user engagement, as these environments offer immersive and interactive experiences that can elicit different emotional responses and support alternative forms of cultural learning compared to traditional in-person visits. However, the nature and extent of these differences remain insufficiently understood. Although prior research has explored user experiences in digital cultural contexts, few studies have directly compared real and virtual visits using neuroscientific methods capable of comprehensively assessing cognitive, emotional, and behavioral responses. This study aims to fill this gap by examining how physical and virtual cultural environments influence user experience, with a particular focus on perception, memory, cognitive fatigue, and emotional involvement. Method. The research is part of a collaborative project involving several Italian universities, aimed at investigating consumer behavior in virtual cultural experiences to enhance their effectiveness and promote broader cultural accessibility. A within-subject design was employed, involving 20 participants visiting a historic palace in Assisi (Italy) under two conditions: an in-person visit (R) and a virtual environment-based visit (VE). Electroencephalography and physiological sensors were employed to assess cognitive and emotional responses, as well as eye-tracking to analyze visual attention patterns. The visit was structured into tasks such as facade observation, panoramic exploration, and artwork search. Self-report measures and post-experience surveys were used to assess variables including time perception, emotional involvement (PANAS), and sense of presence (ITC-SOPI). Results. Results revealed significant differences between the two conditions. The real-world visit elicited higher attention and memory responses, indicating a stronger emotional and cognitive connection with the physical environment. In contrast, the virtual visit required greater cognitive effort. Eye-tracking showed more focused visual exploration in the real environment, whereas the virtual condition produced more dispersed attention patterns influenced by interactive elements. Implications. These findings offer practical insights for the design of immersive cultural experiences and have implications for institutions aiming to enhance visitor engagement through digital technologies. Rather than considering digital experiences as less effective alternatives to physical visits, the results emphasize the importance of enhancing digital strategies. They also serve as a foundation for our subsequent study, exploring how factors such as sociability, entertainment, and interactivity could enrich digital cultural experiences, promoting a more inclusive and engaging access to cultural heritage.