The valorization of Cultural Heritage (CH) plays a crucial role in preserving cultural identities, history, and traditions in an increasingly globalized world. While traditional approaches to heritage engagement have largely focused on static representation, immersive technologies such as Virtual Reality (VR) and Augmented Reality (AR) offer dynamic, interactive experiences that can revolutionize how users engage with cultural content. However, traditional User Experience (UX) frameworks often fail to capture the complexity of cultural engagement, especially in immersive environments. This article introduces the concept of Cultural User Experience (CUX), a multidimensional framework that incorporates cultural, emotional, and pragmatic aspects of users’ interactions with heritage content. CUX recognizes the impact of cultural context on emotional engagement and proposes a more inclusive approach to immersive heritage experiences. By combining theories such as Consumer Culture Theory (CCT), Flow Theory, and the Technology Acceptance Model (TAM), this paper examines how CUX can enhance the valorization of CH through personalized, accessible, and participatory experiences. The study highlights CUX’s potential to deepen cultural engagement and inclusivity in heritage experiences, fostering more meaningful interactions between users and cultural artifacts.
