Technology integration in the tourism industry has introduced new possibilities for enhancing visitor experiences and promoting cultural edutainment in heritage tourism. Mixed Reality (MxR) is a promising technology for achieving these goals. By leveraging MxR, cultural heritage sites can provide tourists with engaging and educational experiences, allowing them to delve into the rich history and cultural significance of these sites. However, the quality of content in MxR applications can significantly impact the overall experience and educational value. This research proposes best practices for MxR development in smart heritage tourism, ensuring the delivery of high-quality, culturally authentic, and educational experiences to visitors. A qualitative approach has been adopted to achieve this aim, utilizing the Speak Aloud method to collect data from participants who interacted with the MxR prototype. The study focuses on a case study of the Jugra heritage urban landscape, using it as a.....

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