Abstract Virtual museum systems, based on different X-reality technologies, has begun to spread, as they represent decisive tools to promote exhibitions and reaching out to audiences. Although budgetary considerations have so far limited the choice of technologies a wide range of possible technological options are available today at low cost. This paper provides the results of an empirical study, with the aim to determine the most appropriate technologies to satisfy the visitors’ expectation and maximise their likelihood to repeat and recommend the experience. The study focuses on the comparison of the performance of five VM systems for visualise digital reproduction of archaeological finds, based on different technologies (i.e., PC desktop, holographic display, 3D stereoscopic projection, head mounted display and mobile Augmented Reality). The results provide useful insight for the development of VM systems, in order to maximize the visitor experience in terms of presence and ability to activate an experience economy perspective.