The thesis discusses the role of Augmented and Virtual Reality technology for the promotion of the cultural heritage, considering both the museum mission and the visitor experience. The research framework represents an integration of the Contextual Model of Learning developed in the field of Museum Visitor Studies, and the cultural-historical Activity Theory, so to consider the different human, environmental and technological dimensions that determine the visitor experience. The research includes two studies. The first study is a qualitative investigation performed at the Ara Pacis Museum in Rome, in order to explore the "design for use" and the "design in use", by collecting data through ethnographic methods and analyzing data through the Service Design Thinking methodology. The second study is an investigation of the museum audience performed using an online questionnaire, to complement and validate the results from study 1. The thesis discusses the results related to the technology as engagement factor, the artifacts ecology and the social interaction among visitors
