Valorization Pathways of the Underwater Archaeological Parks. Tecnology enablers and Marketing Canvas of the “CampiFlegrei Diving Center"

The Submerged Archaeological Park of Baia, located near Naples, Italy, holds significant historical and cultural value, showcasing Roman ruins submerged due to volcanic activity. This study focuses on innovative strategies to enhance the park’s appeal through advanced technologies, leveraging the Campi Flegrei Diving Center (CSCF) as a case study. The research examines how AR and VR technologies can overcome physical limitations, allowing wider access to underwater heritage and providing an enriched visitor experience. Using the Business Model Canvas (BMC), the study analyzes CSCF’s marketing approach, focusing on customer segments, channels, and customer relationships. The preliminary findings suggest that the center effectively uses technologies, such as the serious game "Dive in the Past," to engage diverse audiences, particularly younger, tech-savvy visitors. CSCF’s partnerships with local entities and its use of modern communication platforms enhance its visibility, making it a key player in promoting and conserving underwater cultural heritage. The integration of technology with human expertise ensures both educational and conservational goals are met, positioning the park as a sustainable cultural resource. This research highlights the potential for other heritage sites to apply similar strategies for broader global appeal.