## 1 Introduction
Considering these issues, technologies like IoT and XR are rapidly advancing, not only in fields like manufacturing [21] and healthcare [22; 23], but also in the field of virtual heritage for enhancing user experiences, by leveraging perceptions, emotions, and interactions, and promoting cultural knowledge [12]. Indeed, the digitalization of heritage sites and archaeological locations is fundamental for the worldwide and more effective sharing of local culture and rural places. Also, enabling technologies allow for transversal access of cultural values with the provision of inclusive solutions that go beyond critical issues such as distances or disabilities [24]. Compared to traditional experiences, Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) enhance visitors' engagement by stimulating their senses, emotions, and cognitive processes [25; 26]. XR technologies empower users to enrich their cultural site experiences by overlaying the physical environment with various forms of virtual content, including textual information, 3D models, animations, and audio [25]. Basically, this is possible with the use of virtual information integrated in the real environment through the implementation of enabling devices, such as smart viewers, displays, mobile devices, handheld device, and software applications and platforms [27; 28]. At the same time, mobile devices such as smartphones and tablets provide instant access to relevant information, facilitate navigation to Points of Interest (POIs), and allow users to explore digital content, share recommendations, leave feedback, and receive detailed insights on specific attractions. Additionally, digital platforms play a crucial role in managing and integrating both real and virtual elements, ensuring seamless interaction between the physical and digital realms [29]. In this context, the incorporation of beacon sensors, smart devices, and IoT is essential for collecting real-time data and transforming conventional heritage sites into intelligent, adaptive environments. By leveraging digital technologies, cultural institutions and tourism operators can offer more interactive, personalized, and immersive experiences, thereby enhancing visitor engagement and promoting deeper cultural understanding. On top of this overview, the paper aims to investigate what are the key innovative elements that need to be considered by SMEs operating in the CH and tourism sector when dealing with the design and development of digital solutions, such as cloud-based platforms and applications for tourists, to satisfy user interests and expectations. Therefore, the study addresses the following research question: What are the most important needs of tourism SMEs with respect to the use of digital platforms aiming to enhance the customer offer? Through an empirical investigation based on quantitative data, the study includes the design and development of a survey-based questionnaire, and its administration to CH and tourism professionals. The study, therefore, highlights the most important needs and expectations of SMEs in the tourism sector linked with customers' preferences. The results indicate a strong demand for cloud-based solutions that incorporate XR, IoT, sensors, and smart devices to collect site data and deliver personalized, immersive, and context-aware experiences. Therefore, while rooted in a specific regional context, the findings of this study provide transferable insights that may benefit other areas of the world, especially those with distributed heritage assets, growing tourism sectors, and the need for accessible, scalable, and user-centered digital platforms.