Towards Tourism 4.0: Digitalization, Experience, and New Models of Cultural Engagement

This paper explores the ongoing transformation of cultural tourism in the context of digitalization, focusing on the emergence of Tourism 4.0 and new audience engagement strategies. It analyzes technological trends—such as Virtual and Augmented Reality, immersive storytelling, and smart destination paradigms—to examine how digital tools are reshaping heritage interpretation, visitor experiences, and institutional models. The ArkaeVision platform is presented as a case study illustrating how XR technologies can support personalization, accessibility, and gamified learning within archaeological contexts. The paper argues that digital innovation not only enhances experiential dimensions of tourism but also raises critical questions around sustainability, inclusion, and cultural value creation. These findings call for interdisciplinary research to harness the potential of digital tools while preserving human-centered engagement.