Phygital Engagement at the Service of Cultural Heritage. An Ongoing Research on the Archaeological Park of Naxos (Italy)

The year 2022 represented a notable increase in cultural tourism for Sicily (Italy), doubling the number of visitors to museums and archaeological parks compared to 2021. This paradigm shift makes the application of digital communication to cultural heritage, vigorously promoted by the EU following the 2020 pandemic, even more urgent. However, the digital tools should not replace reality. Instead, it is recommended to apply digital storytelling through the phygital approach of smart tourism, especially in contexts where the heritage’s remains are difficult to approach and, therefore, the visitors’ engagement could be compromised. The present work reports the findings of ongoing research applied to the valorization of the Archaeological Park of Naxos (Giardini Naxos) through appropriate phygital storytelling. In the first phase of design conceptualization and compliance with a bottom-up and participatory approach, the preliminary results of an educational visit (carried out within a higher training course for technicians for the management of hospitality facilities) suggested the intuitive application of concepts that can support the narrative of the first Greek colony in Sicily.