Integrating Physical and Virtual Experiences in Cultural Tourism: an Adaptive Multimodal Recommender System

After a period of closure, there has been a renaissance in the world of tourism, particularly cultural tourism, where it is necessary to guide the visitor to discover the arts and cultural heritage. This renewed interest has highlighted historical challenges and new issues, suggesting the need for innovative technologies to enhance the cultural experience. Technologies such as the Internet of Things (IoT) and Context and Situation Awareness make it possible to collect and analyze environmental data in real time, enabling dynamic adaptation of tourist routes to specific conditions. This study proposes a recommendation system based on semantic approaches and probabilistic graphs designed to offer hybrid paths, both real and virtual, aimed at enhancing the user experience based on visitor preferences and environmental conditions. Through a multimodal approach, the system enhances engagement through dynamic multimedia content, combining physical and virtual experiences. It allows users to overcome the physical limitations of specific points of interest while providing an immersive and personalized experience. The proposed approach was validated through two strategies. The first evaluates the accuracy of the suggestions made through the proposed approach to test its reliability. The second consists of an experimental campaign involving the implementation of cultural routes within the Archaeological Park of Pompeii, where satisfactory results were obtained.