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This study investigates the impact of Virtual Reality (VR) and Augmented Reality (AR) technologies on visitor engagement at Italian cultural heritage sites. The research aims to understand the potential of immersive technologies to enhance cultural appreciation and identify factors affecting their adoption. An online survey distributed through social media and at selected cultural sites collected responses from 190 participants. The findings reveal mixed levels of interest in VR/AR, with many respondents expressing curiosity but limited familiarity. Key barriers to adoption include cost and low awareness, though users report high satisfaction, particularly regarding information clarity and cultural enrichment. The study suggests enhancing VR/AR offerings, implementing flexible pricing strategies, and launching targeted educational initiatives to boost familiarity. Future research should explore the long-term impact of VR/AR on visitor behavior and its influence on heritage preservation policies.