Creating interfaces for cultural heritage access is considered a fundamental research field because of the many beneficial effects it has on society. In this era of significant advances towards natural interaction with machines and deeper understanding of social communication nuances, it is important to investigate the communicative strategies human experts adopt when delivering contents to the visitors of cultural sites, as this allows the creation of a strong theoretical background for the development of efficient conversational agents. In this work, we present the data collection and annotation protocols adopted for the ongoing creation of the reference material to be used in the Cultural Heritage Resources Orienting Multimodal Experiences (CHROME) project to accomplish that goa