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University of Dubrovnik , Dubrovnik , Croatia
According to the results of previous researches, it is clear that there is a need for availability improvement and new of cultural products interpretations forms development in the city of Dubrovnik. The aim of the research was to define the state of availability of a cultural product and connect the same with the possibility of improving the placement and increasing the accessibility of cultural products, both based on the implementation of virtual (VR) and augmented reality (AR). According to the results of secondary and primary researches, it is evident that the current situation is not satisfactory and that virtual and augmented reality provide new market opportunities. Museums in Dubrovnik, despite the great number of artifacts, are not at the level of educational museums, so in this regard, the implementation of digital technologies could help to change productoriented approach into a customer-oriented approach and make the cultural products more accessible and attractive for different market segments
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