This study explores visitor satisfaction at Bourbon cultural heritage sites in Campania, with a focus on the Royal Palace of Naples and the National Archaeological Museum (MANN). Adopting a mixed-methods approach, researchers carried out 97 interviews to assess eight critical dimensions of satisfaction. Through the application of the expectancy-disconfirmation model, the study contrasts perceived quality with the importance attributed by visitors. Findings show strong appreciation for the cultural content offered but point to notable shortcomings in infrastructure, digital accessibility, and post-visit engagement. A clear mismatch between visitor expectations and the actual services provided—especially regarding online communication and complementary offerings—emerges.
The research incorporates a pilot phase conducted by the Siti Reali organization, which represents a foundational step in satisfaction measurement. This phase serves as a valuable input for future collaborations with innovative startups that could enhance and scale similar evaluation processes using digital and data-driven tools.
Demographic and behavioral data indicate a growing interest in thematic experiences and customized itineraries, underscoring the need for more responsive and flexible site management. Overall, the study contributes to the field of cultural tourism by aligning satisfaction analytics with heritage site operations. Strategic proposals aim to strengthen visitor engagement and reposition Bourbon sites within the global tourism landscape, supporting sustainable and visitor-focused growth for Southern Italy’s cultural tourism sector.