The Emotional Impact of Cultural Heritage on the Public: Physiological and Psychological Effects of Multisensorial Experiences

Non-visual and multisensorial cultural experiences are usually conceived to include the public with visual difficulties but can become an enriching and valuable way to engage all visitors. This study investigated the physiological and psychological responses to a non-visual multisensorial experience of the Chieri Baptistery, sited on the hills of Turin (Italy), through a 3D model of this architectural heritage. To this aim, a sample of 30 participants was blindfolded and randomly assigned to one of three possible cultural experiences involving different sensory modalities: one sense (hea ring), two senses (hearing and touch), and three senses (hearing, touch and smell). A wearable wristband was used to collect physiological data, while online surveys were completed to collect responses related to emotional state, evaluation of the cul tural experiences and information retention. Overall, multisensorial experiences were associated with a reduction in the arousal level linked with the relaxation state (higher HRV-HF parameter) but also with increased participants’ engagement, appreciation of the cultural visit, and information retention. The impacts and results of this study can help improve cultural enjoyment in a plurality of publics and uncover new scena rios that could strengthen the encounter and the inner connection between Cultural Heritage and people.